https://orcid.org/0000-0002-4332-8298
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ABSTRACT
Online shopping addiction has become a worsening problem in China for males and females. Based on 904 shoppers, this study examines the relationship between hedonic shopping motivations and compulsive online buying and investigates gender differences using gender theories. This study finds that different hedonic motivations contribute to compulsive online buying. Gratification seeking and idea shopping are key motivations for compulsive online buyers (females are mostly gratification seekers, while males are mostly information seekers). Conversely, value and role-play shopping reduce compulsive online buying, with a stronger effect on females; however, role-play shopping was unrelated to compulsive online buying for males.
Additional information
Funding
This work has been partially supported by the grants from the National Natural Science Foundation of China (71672026, 71972030, 71902021), LiaoNing Revitalization Talents Program (XLYC1804007) and the Humanity, Social Science Foundation of Ministry of Education of China (18YJC630247), and Doctoral Startup Fund Program of Liaoning Province (2019-BS-082).