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A Study of Factors of Internet Addiction and Its Impact on Online Compulsive Buying Behaviour: Indian Millennial Perspective

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  • A. S. Suresh
  • Anindya Biswas

Abstract

Compulsive Buying occurs when a person indulges in excessive purchasing overcome by social pressures and negative emotions. The main objective in this study is to garner insights into this issue from a marketing perspective and also to understand whether the millennial’s preference to avoid social contact physically but to crave for it in a virtual space has an impact. Conducted over a seven-month period with data collected and analyzed from 202 respondents in Bangalore, the study revealed that emotions like loneliness, depression, low self-esteem and anxiety encourage the respondents to go ahead and maintain relationships in a virtual space rather than engage in face-to-face interactions. Furthermore, it was realized that the growing Internet Addiction can also be positively related to online Compulsive Buying. This study is of high significance as it allows marketers to reach out and capture that segment of elusive customers who are always online and are guaranteed to make a purchase. Therefore, allowing companies can align their marketing strategies accordingly develop products and services, resulting in better sales revenues and repeat purchases.

Suggested Citation

  • A. S. Suresh & Anindya Biswas, 2020. "A Study of Factors of Internet Addiction and Its Impact on Online Compulsive Buying Behaviour: Indian Millennial Perspective," Global Business Review, International Management Institute, vol. 21(6), pages 1448-1465, December.
    • Handle: RePEc:sae:globus:v:21:y:2020:i:6:p:1448-1465
    DOI: 10.1177/0972150919857011
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    References listed on IDEAS

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    1. O'Guinn, Thomas C & Faber, Ronald J, 1989. "Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 147-157, September.
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    Cited by:

    1. Perera K.J.T. & Fernando P.I.N. & Ratnayake R.M.C.S. & Udawaththa U.D.I.C., 2021. "Consumer Behavior within the Covid-19 Pandemic A Systematic Review," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 806-812, December.
    2. Fei Huang & Wenqiu Guo, 2023. "Rise of Mental Sub-Health Consumers: Examining the Compulsive Buying Behavior in the Post-COVID-19 Era," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Xuan-Lam Duong & Shu-Yi Liaw, 2022. "Online Interpersonal Relationships and Data Ownership Awareness Mediate the Relationship between Perceived Benefits and Problematic Internet Shopping," Sustainability, MDPI, vol. 14(6), pages 1-17, March.

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