A Study of Factors of Internet Addiction and Its Impact on Online Compulsive Buying Behaviour: Indian Millennial Perspective
- Title
- A Study of Factors of Internet Addiction and Its Impact on Online Compulsive Buying Behaviour: Indian Millennial Perspective
- Creator
- Suresh A.S.; Biswas A.
- Description
- Compulsive Buying occurs when a person indulges in excessive purchasing overcome by social pressures and negative emotions. The main objective in this study is to garner insights into this issue from a marketing perspective and also to understand whether the millennials preference to avoid social contact physically but to crave for it in a virtual space has an impact. Conducted over a seven-month period with data collected and analyzed from 202 respondents in Bangalore, the study revealed that emotions like loneliness, depression, low self-esteem and anxiety encourage the respondents to go ahead and maintain relationships in a virtual space rather than engage in face-to-face interactions. Furthermore, it was realized that the growing Internet Addiction can also be positively related to online Compulsive Buying. This study is of high significance as it allows marketers to reach out and capture that segment of elusive customers who are always online and are guaranteed to make a purchase. Therefore, allowing companies can align their marketing strategies accordingly develop products and services, resulting in better sales revenues and repeat purchases. 2019 International Management Institute, New Delhi.
- Source
- Global Business Review, Vol-21, No. 6, pp. 1448-1465.
- Date
- 2020-01-01
- Publisher
- Sage Publications India Pvt. Ltd
- Subject
- Compulsive Buying Behaviour; Consumer behaviour; FOMO; internet addiction; millennial generation; psychological variables
- Coverage
- Suresh A.S., Institute of Management CHRIST (Deemed to be University), Bengaluru, Karnataka, India; Biswas A., Institute of Management, CHRIST (Deemed to be University), Kolkata, West Bengal, India
- Rights
- Restricted Access
- Relation
- ISSN: 9721509
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Suresh A.S.; Biswas A., “A Study of Factors of Internet Addiction and Its Impact on Online Compulsive Buying Behaviour: Indian Millennial Perspective,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 23, 2025, https://archives.christuniversity.in/items/show/16157.