Changes in Value in the Consumption Society: Sociological Analysis of the Phenomenon of Online Shopping

This journal discusses how the value shift in consumption society relates to online shopping. The research method uses a sociological approach, qualitative analysis, and literature research. Data is collected through journals that observe online shopping behavior and other literature studies related to the theme. The research findings illustrate how changes in values in consumption society result from online shopping behavior regarding traditional shopping values , product quality, social interaction, and the physical store experience matter. However, in online shopping, those values are shifting. Consumers are more concerned with convenience, efficiency, competitive prices, and a wider variety of products. Changes in these values have a significant social impact. Social interactions between consumers and sellers are becoming more impersonal and transactional. The experience of shopping is replaceable and lacking. The culture of instant consumption encourages instant gratification and over-consumption. This research contributes to understanding changes in values in consumption society in the online era. These findings can become the basis for advancing business strategies that align with the era of online shopping and the expectations of consumers. This research also raises important issues regarding the role of sociology in understanding social phenomena related to changes in a consumption society. A better understanding of the shift in values in the consumption society due to online shopping is essential for policy decisions and business actors to position their strategies with the problems and spaces that can be exploited in the online era.