Hedonic Shopping Motivations and Obsessive–Compulsive Buying on the Internet

Abstract

This article examines the relationship between online hedonic shopping motivations and obsessive–compulsive buying of online buyers. The useable data of 503 respondents are analysed through structural equation modelling (SEM). The results indicate that online buyers exhibit adventure seeking and idea shopping, which have a positive effect on obsessive–compulsive buying, whereas role shopping and value shopping are found to be negatively significant to obsessive–compulsive buying. Surprisingly, gratification seeking and social shopping are found to be insignificant. The implications of the study for researchers and managers are discussed.