One of the most significant risks of online shopping addiction is its impact on mental health. Compulsive shopping behaviour can serve as a coping mechanism for underlying psychological issues such as anxiety, depression and low self-esteem (Duroy, Gorse, & Lejoyeux, 2014). Individuals may turn to online shopping as a way to escape negative emotions or to experience a temporary sense of gratification. However, this temporary relief is often followed by feelings of guilt, regret and anxiety, creating a vicious cycle that exacerbates pre-existing mental health conditions.
Research indicates that individuals with online shopping addiction may experience increased levels of stress and emotional instability. According to a study by Müller et al. (2015), compulsive buyers often report higher levels of anxiety and impulsivity compared to non-compulsive shoppers. The act of purchasing, particularly online where transactions are quick and seamless, provides a short-term dopamine boost. However, the long-term consequences include emotional distress and, in many cases, a sense of loss of control over one’s behaviour (Black, Shaw, & Allen, 2018).
Furthermore, the anonymity and convenience of online shopping platforms can encourage compulsive behaviours. The ease of access and 24/7 availability of online stores means that individuals can shop at any time, often leading to impulsive purchases. Unlike physical stores, online shopping allows individuals to make purchases in private, thereby reducing the immediate psychological barriers to overspending (Billieux, Rochat, Rebetez, & Van der Linden, 2008).
Another major risk associated with online shopping addiction is financial distress. Compulsive online shoppers often find themselves spending beyond their means, leading to significant financial problems such as debt, inability to pay bills or even bankruptcy (Workman & Paper, 2010). The availability of easy credit options, such as “buy now, pay later” services, can further exacerbate this issue. These deferred payment schemes can encourage individuals to make purchases they cannot afford, creating a cycle of debt that can be difficult to escape.
A study conducted by Ridgway, Kukar-Kinney, and Monroe (2008) found that compulsive buyers are more likely to use credit cards irresponsibly and are often unaware of the long-term financial consequences of their actions. Over time, the financial strain caused by excessive online shopping can lead to significant stress and anxiety, creating a feedback loop that drives further compulsive behaviour. The ease of making purchases online without physically handling money can also contribute to a distorted perception of financial responsibility, making it difficult for individuals to track their spending accurately (Duroy et al., 2014).
Moreover, financial problems caused by online shopping addiction can have far-reaching consequences, including the loss of savings, difficulty paying for basic necessities and damage to one’s credit score. These financial difficulties can, in turn, affect other aspects of an individual’s life, such as their ability to secure housing, loans or other forms of financial support.
Online shopping addiction can also have a detrimental effect on personal relationships and social functioning. As individuals become more engrossed in their shopping habits, they may begin to prioritise shopping over spending time with friends and family, leading to social isolation. This is particularly true for individuals who experience guilt or shame about their behaviour, which can cause them to withdraw from social interactions (Rose & Dhandayudham, 2014). Over time, compulsive online shopping can erode trust in personal relationships, especially if the behaviour leads to financial problems that affect the household.
In addition to isolation, online shopping addiction can contribute to conflict in relationships. For instance, excessive spending can lead to arguments between partners or family members, particularly if financial resources are being depleted due to the compulsive behaviour. In many cases, individuals may attempt to hide their purchases or downplay the extent of their addiction, leading to further dishonesty and strain in relationships (Hertlein & Blumer, 2014).
The social consequences of online shopping addiction are not limited to personal relationships. In a broader context, the addiction can also impact an individual’s ability to function effectively in their professional life. Compulsive online shopping during work hours can result in decreased productivity and performance, as individuals spend time browsing and making purchases instead of focusing on their tasks (Thompson & Prendergast, 2015). In some cases, the addiction can lead to disciplinary action or job loss, further compounding the financial and social difficulties caused by the behaviour.
Online shopping addiction is also intertwined with consumer culture and the desire to maintain a certain self-identity. The rise of social media and influencer marketing has further fueled this issue by promoting consumerism as a means of self-expression. For many individuals, the desire to "keep up with the Joneses" or project a curated image on social media can drive excessive online shopping, leading to addiction (Rindfleisch, Burroughs, & Denton, 1997). This compulsive need to purchase new items in order to fit in or impress others can ultimately result in a loss of self-worth, as individuals begin to equate their value with the things they own rather than their intrinsic qualities.
As online shopping addiction intensifies, individuals may feel trapped in a cycle of consumerism that becomes difficult to escape. The constant bombardment of advertisements, flash sales and targeted marketing strategies can make it hard for individuals to resist the urge to shop, particularly when their self-worth is tied to material possessions (Rindfleisch et al., 1997). Over time, this can erode an individual's sense of self, leading to further emotional and psychological distress.
In conclusion, online shopping addiction poses significant risks to an individual’s psychological, financial and social well-being. The compulsive nature of online shopping, fueled by easy access and constant marketing, can lead to a range of negative outcomes, including financial distress, social isolation and deteriorating mental health. As the digital marketplace continues to expand, it is essential to raise awareness of the risks of online shopping addiction and encourage responsible consumption habits. Understanding the signs of compulsive buying disorder and seeking appropriate interventions, such as therapy or financial counseling, can help individuals regain control over their behaviour and mitigate the adverse effects of this addiction.
Billieux, J., Rochat, L., Rebetez, M. M., & Van der Linden, M. (2008). Are all facets of impulsivity related to self-reported compulsive buying behavior? Personality and Individual Differences, 44(6), 1432-1442. https://doi.org/10.1016/j.paid.2007.12.011
Black, D. W., Shaw, M., & Allen, J. (2018). Pathological gambling and compulsive buying: Do they fall within an obsessive-compulsive spectrum? Dialogues in Clinical Neuroscience, 10(2), 175-185.
Duroy, D., Gorse, P., & Lejoyeux, M. (2014). Characteristics of online compulsive buying in Parisian students. Addictive Behaviors, 39(12), 1827-1830. https://doi.org/10.1016/j.addbeh.2014.07.028
Hertlein, K. M., & Blumer, M. L. C. (2014). The couple and family technology framework: Intimate relationships in a digital age. Routledge.
Müller, A., Mitchell, J. E., Crosby, R. D., Cao, L., Claes, L., & de Zwaan, M. (2015). Mood states preceding and following compulsive buying episodes: An ecological momentary assessment study. Psychiatry Research, 225(3), 487-491. https://doi.org/10.1016/j.psychres.2014.11.071
Ridgway, N. M., Kukar-Kinney, M., & Monroe, K. B. (2008). An expanded conceptualization and a new measure of compulsive buying. Journal of Consumer Research, 35(4), 622-639. https://doi.org/10.1086/591108
Rindfleisch, A., Burroughs, J. E., & Denton, F. (1997). Family structure, materialism, and compulsive consumption. Journal of Consumer Research, 23(4), 312-325. https://doi.org/10.1086/209486
Rose, S., & Dhandayudham, A. (2014). Towards an understanding of Internet-based problem shopping behaviour: The concept of online shopping addiction and its proposed predictors. Journal of Behavioral Addictions, 3(2), 83-89. https://doi.org/10.1556/JBA.3.2014.003
Thompson, C. J., & Prendergast, G. P. (2015). The effects of online shopping experiences on compulsive shopping behavior. Computers in Human Behavior, 41, 115-123. https://doi.org/10.1016/j.chb.2014.09.042
Workman, L., & Paper, D. (2010). Compulsive buying: A theoretical framework. Journal of Business Inquiry, 9(1), 89-126.
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