Conceptualizing the Internet Compulsive-Buying Tendency: What We Know and Need to Know in the Context of the COVID-19 Pandemic

Over the past decade, new innovative products and services have been introduced into the marketplace using advanced technology. The enticement of new products lures consumers to buy compulsively. Because of the convenience and the characteristics of online shopping, it will increase the incidence of compulsive-buying behavior. Meanwhile, due to the fact that the COVID-19 pandemic is continuing to spread around the world, consumers may change their decision-making and behavior to shop online more frequently and intensively. The repetitive shopping online means more cardboard, delivery transportations, and vehicles and that more goods will be produced. It will result in an unfriendly result for the environment. Given the critical role of compulsive buying in the emerging Internet retail environment, it is necessary to develop and validate an instrument to measure the Internet compulsive-buying tendency (ICBT). Therefore, a rigorous measurement-scale-development procedure was applied to evaluate the initial 31 items. After two rounds of data collection and assessment, the final instrument contained 18 items that fall into four subconstructs: the tendency to spend online, feelings about online shopping and spending, dysfunctional online spending, and online post-purchase guilt. These factors can provide a basis for predicting tendencies toward Internet compulsive shopping and can be used to evaluate consumers’ abnormal behavior in online-shopping circumstances.