IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v31y2021i4p580-597.html
   My bibliography  Save this article

Does online shopping make people feel better? The therapeutic effect of online shopping on Korean female consumers’ mood, self-esteem, and self-efficacy : Based on the context of fashion product shopping

Author

Listed:
  • Heejung Son
  • Jihyun Lee

Abstract

This study investigates the influence of online shopping on Korean female consumers’ negative mood, positive mood, self-esteem, and self-efficacy. Study 1 compared two groups of respondents. The experimental group engaged in online shopping (so-called, “retail therapy”) and the control group rested. The results indicated that online shopping significantly improved subjects’ negative and positive moods and self-efficacy. The results revealed that online shopping was significant and stronger than resting in mitigating a negative mood, but only online shopping improved self-efficacy. Study 2 included an online browsing group and demonstrated that online browsing had a significant effect on subjects’ negative moods. Comparing the three groups revealed that the effect of online shopping on improving both negative and positive moods had the most significant and strongest effect. Furthermore, only online shopping improved self-efficacy. The results of this study provides academic and managerial insights about online retail therapy.

Suggested Citation

  • Heejung Son & Jihyun Lee, 2021. "Does online shopping make people feel better? The therapeutic effect of online shopping on Korean female consumers’ mood, self-esteem, and self-efficacy : Based on the context of fashion product shopp," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(4), pages 580-597, October.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:4:p:580-597
    DOI: 10.1080/21639159.2020.1808821
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2020.1808821
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2020.1808821?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:31:y:2021:i:4:p:580-597. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.