With the spread of the internet in the digital age, online shopping is where consumers add the product they want to the cart, save it and pay for it. Consumers who see shopping as a way to pleasure and happiness see it as a means of satisfaction that can meet their psychological needs as well as physiological activities. This study is carried out to determine the effect of consumers with online shopping addiction on hedonic consumption situations. For this reason, data was collected by applying a survey form sent via Google Forms to 326 participants between the ages of 18 - 65 from consumers who shop online in Istanbul. The obtained data were evaluated in computer environment with SPSS 22.0 statistical program. Frequency and percentage analyzes were used to determine the descriptive characteristics of the participants. Mean and standard deviation statistics were used in the evaluation of the scale. The relationships between the dimensions determining the participants’ scale levels were examined with the help of Pearson correlation and linear regression analyses. As a result of the analysis, it is shown that there are positive correlations between online shopping addiction and its scores for the sub-variables of hedonic consumption behavior, hedonic impact, hedonic adaptation, passivity, impulsive tendency and identity reflection. It has been determined that online shopping addiction increases the level of hedonic consumption. All these have shown that online shopping addiction has a positive effect on hedonic consumption, and our hypothesis has been accepted. Due to the rapid growth in consumers’ ability to meet their needs by choosing the internet and online shopping, future research on experimental methods to understand the behavior of consumers who shop on these platforms will increase the size of the research.
References
[1]
Ahtola, O. T. (1985). Hedonic and Utilitarian Aspects of Consumer Behavior: An Attitudinal Perspective. Advances in Consumer Research, 12, 7-10.
[2]
Andreassen, C. S., Billieux, J., Griffiths, M. D., Kuss, D. J., Demetrovics, Z., Mazzoni, E., & Pallesen, S. (2016). The Relationship between Addictive Use of Social Media and Video Games and Symptoms of Psychiatric Disorders: A Large-Scale Cross-Sectional Study. Psychology of Addictive Behaviors, 30, 252-262. https://doi.org/10.1037/adb0000160
[3]
Arnold M. J., & Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79, 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
[4]
Batra, R., & Ahtola, O. T. (1990). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, 2, 159-170. https://doi.org/10.1007/BF00436035
[5]
Black, D. W. (2007). Compulsive Buying Disorder: A Review of the Evidence. CNS Spectrums, 12, 124-132. https://doi.org/10.1017/S1092852900020630
[6]
Bozdağ, Y., & Alkar, Ö. Y. (2018). Adaptation of Bergen Shopping Addiction Scale to Compulsive Online Buying Behavior. Ankara, Journal of Addiction,19, 23-34.
[7]
Coşkun, T., & Marangoz, M. (2019). Development of Hedonic and Utilitarian Consumption Behavior Scale: Reliability and Validity Study. Business and Economics Research Journal, 10, 517-539. https://doi.org/10.20409/berj.2019.183
[8]
Dal, N. (2017). A Discussion on Consumption Society and Criticisms of Consumption Society. Mehmet Akif Ersoy University Journal of Institute of Social Sciences, 9, 1-21.
[9]
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37, 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
[10]
Dittmar, H. (2004). Understanding and Diagnosing Compulsive Buying. In R. H. Coombs (Ed.), Handbook of Addictive Disorders: A Practical Guide to Diagnosis and Treatment (pp. 411-450). John Wiley and Sons, Inc.
[11]
Doğrul, Ü. (2012). The Effect of Utilitarian and Hedonic Motives on Electronic Shopping Behavior. Journal of Social Sciences and Humanities, 4, 321-331.
[12]
Eken, İ., & Yazıcı, M. (2015). The Effects of Hedonism on Purchase Behavior: Female Academics in Online Shopping. İstanbul University Journal of Faculty of Communication, 48, 67-90.
[13]
Faber, R. J., & O’Guinn, T. C. (1992). A Clinical Screener for Compulsive Buying. Journal of Consumer Research, 19, 459-469. https://doi.org/10.1086/209315
[14]
Fettahlıoğlu, H. S., Yıldız, A., & Birin, C. (2014). Hedonic Consumption Behaviors: A Comparative Analysis of the Effect of Demographic Factors on Hedonic Shopping Behavior of Kahramanmaraş Sütçü İmam University and Adıyaman University Students. The Journal of Academic Social Science Studies, 27, 307-331. https://doi.org/10.9761/JASSS2461
[15]
Fong, K., & Yazdanifard, R. (2014). The Review of The Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing Which Influence Online. Global Journal of Management and Business Research: E Marketing, 14, 1-4.
[16]
Gegez, A. E. (2015). Marketing Research (5th ed.). Beta Press and Publishing, 266.
[17]
Grant, J. E., Potenza, M. N., Weinstein, A., & Gorelick, D. A. (2010). Introduction to Behavioral Addictions. The American Journal of Drug and Alcohol Abuse, 36, 233-241. https://doi.org/10.3109/00952990.2010.491884
[18]
Günaydin, Ö. E. (2021). Kompulsif Satın Alma Üzerinde Etkili Olan Faktörlerin Belirlenmesine Yönelik Bir Araştırma. Fırat Üniversitesi Sosyal Bilimler Dergisi, 31, 897-912. https://doi.org/10.18069/firatsbed.866529
[19]
Häubl, G., & Trifts, V. (2000). Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science, 19, 4-21. https://doi.org/10.1287/mksc.19.1.4.15178
[20]
Hausman, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior. Journal of Consumer Marketing, 17, 403-419. https://doi.org/10.1108/07363760010341045
[21]
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46, 92-101. https://doi.org/10.1177/002224298204600314
[22]
Kim, H.-S. (2006). Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research, 13, 57-79.
[23]
Koran, L. M., Faber, R. J., Aboujaoude, E., Large, M. D., & Serpe, R. T. (2006). Estimated Prevalence of Compulsive Buying Behavior in the United States. The American Journal of Psychiatry, 163, 1806-1812. https://doi.org/10.1176/ajp.2006.163.10.1806
[24]
Külter Demirgüneş, B. (2016). Behavioral Consequences of Hedonic and Utilitarian Value Perceptions in Internet Shopping: E-Loyalty and Word-of-Mouth. Kastamonu University Journal of Faculty of Economics and Administrative Sciences, 13, 246-269.
[25]
LaRose, R., Lin, C. A., & Eastin, M. S. (2003). Unregulated Internet Usage: Addiction, Habit, or Deficient Self-Regulation? Media Psychology,5, 225-253. https://doi.org/10.1207/S1532785XMEP0503_01
[26]
Li, N., & Zhang, P. (2002). Consumer Online Shopping Attitudes and Behavior: An Assessment of Research. In Eighth Americas Conference on Information Systems (pp. 508-517). https://aisel.aisnet.org/amcis2002/74
[27]
Liang, T., & Lai, H. (2000). Electronic Store Design and Consumer Choice: An Empirical Study. In Proceedings of the 33rd Hawaii International Conference on System Sciences. IEEE.
[28]
Maraz, A., Griffiths, M. D., & Demetrovics, Z. (2016). The Prevalence of Compulsive Buying: A Meta-Analysis. Addiction, 111, 408-419. https://doi.org/10.1111/add.13223
[29]
Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market Orientation and Performance of Export Ventures: The Process through Marketing Capabilities and Competitive Advantages. Journal of the Academy of Marketing Science, 39, 252-269. https://doi.org/10.1007/s11747-010-0195-4
[30]
O’Guinn, T. C., & Faber, R. J. (1989). Compulsive Buying: A Phenomenological Exploration. Journal of Consumer Research, 16, 147-157. https://doi.org/10.1086/209204
[31]
Omarli, S., & Parıltı, N. (2017). The Effect of Electronic Marketing on Consumers’ Purchasing Behavior, Application among University Students in Turkey. Anatolian Journal of Cultural Research, 1, 91-109.
[32]
Özcan, S. O. (2010). Consumer Purchase Decision Process in Internet Marketing Activities. Journal of Internet Applications and Management, 1, 29-39. https://doi.org/10.5505/iuyd.2010.58066
[33]
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A Structural Model of Fashion-Oriented Impulse Buying Behavior. Journal of Fashion Marketing and Management, 10, 433-446. https://doi.org/10.1108/13612020610701965
[34]
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14, 189-199. https://doi.org/10.1086/209105
[35]
Rose, S., & Dhandayudham, A. (2014). Towards an Understanding of Internet-Based Problem Shopping Behaviour: The Concept of Online Shopping Addiction and Its Proposed Predictors. Journal of Behavioral Addictions, 3, 83-89. https://doi.org/10.1556/JBA.3.2014.003
[36]
Sahin, Z., & Süzen, E. (2023). Strategic Management and Flight Data Review in Aviation during Covid-19. Academic Sensitivities Journal, 10, 260.
[37]
Sarkar, A. (2011). Impact of Utilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits and Risks in Online Shopping. International Management Review, 7, 58-65.
[38]
Saruhan, Ş. C., & Özdemirci, A. (2011). Science, Philosophy and Methodology (2nd ed.). Beta Press, 198.
[39]
Süzen, E., & Başal, M. (2023). Difference between Organizational Justice and Brand Personality Perceptions in Social Media Marketing: An Application in the Aviation Industry. Third Sector Social Economy, 58, 2308.
[40]
TDK (2023). https://sozluk.gov.tr/
[41]
Turan, A. H. (2008). Factors Determining Internet Shopping Consumer Behavior: A Model Proposal with the Enhanced Technology Acceptance Model (ETAM). In Academic Informatics 2008 (pp. 723-731). Canakkale Onsekiz Mart University.
[42]
Türk, Z. (2018). The Effect of Hedonic and Utilitarian Consumption Tendencies on Unplanned Purchase Behavior: A Research. International Journal of Social Research, 9, 853-878.
[43]
Urminsky, O., & Kivetz, R. (2003). Reconciling Impulsiveness with Self-Control: Explaining Differential Impatience toward Hedonic and Utilitarian Consumption. Advances in Consumer Research, 31, 358-361. https://doi.org/10.1037/e683332011-058
[44]
Uygun, M., Özçifçi, V., & Uslu Divanoğlu, S. (2011). Factors Affecting Consumers’ Online Shopping Behavior. Journal of Organization and Management Sciences, 3, 373-385.
[45]
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40, 310-320. https://doi.org/10.1509/jmkr.40.3.310.19238
[46]
Zhou, L., Dai, L., & Zhang, D. (2007). Online Shopping Acceptance Model: A Critical Survey of Consumer Factors in Online Shopping. Journal of Electronic Commerce Research, 8, 41-63.
