Examining the Influence of Narcissism and Some Demographic Variables on Online Shopping Addiction Via the Exhaustive Chaid Method

Abstract

The literature posits that narcissism may theoretically influence online shopping addiction, with materialism being regarded as a consequence of narcissistic tendencies that subsequently exacerbate shopping addiction. Additionally, it is stated in the literature that age and gender are also associated with online shopping addiction. So, the present study aims to examine the effect of narcissism, age, and gender on online shopping addiction using the exhaustive CHAID analysis. In the research, which was designed as a survey and correlational study, data were collected from 1010 adults using the online shopping addiction scale and narcissism scale. The data obtained were analyzed with descriptive statistics and the exhaustive CHAID method. According to the analysis results, the participant group’s level of online shopping addiction was low, and their level of narcissism was moderate. In line with the results of the exhaustive CHAID analysis, the variables that most related to online shopping addiction were age, gender, and narcissism level. According to the analysis results, online shopping addiction decreases with advancing age. Women in younger age groups are more addicted to online shopping than men. Moreover, the increase in the level of narcissism is a condition that elevates the online shopping addiction of women in younger groups. It is reported in the literature that narcissism is more common in men and younger individuals. However, one of the most important study results is that, in this study, individuals with online shopping addiction are mostly relatively young female participants with high levels of narcissism. © The Author(s) 2024.