Testing Models Regarding Online Shopping Addiction

Abstract

The aim of this study is to examine why adults prefer online shopping and which factors lead to online shopping addiction. The study has been carried out using the screening model, a quantitative research method. Certain variables in the study have been identified in light of the qualitative findings, with theoretical models being developed in the first part of the study. These models are then tested quantitatively in the second part of the study. The data has been collected from 105 adults using the snowball sampling method. Path analysis has been conducted to analyze the data. After obtaining the variables regarding online shopping (i.e., ease of use, usefulness, pleasure, stress, and depression), several models were developed in consideration of the related literature. In Model-I, the variables of stress, depression, ease of use, and usefulness predict hedonic shopping, while in Model-II, the variables of stress, ease of use, usefulness, and hedonic shopping predict depression. Meanwhile, the paths have been determined to be from stress to hedonic shopping in Model-I and from stress to depression in Model-II.