Internet Addiction and Its Impact on Consumer’s Buying Behaviour: A Conceptual Framework: An Abstract

Abstract

This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, Internet addiction is a serious negative manifestation of Internet usage. There are extensive studies on Internet addiction. However, the means by which Internet addiction affects shopping patterns has not been sufficiently covered. Thus, this study’s focus is conceptual framework engaging the main reverses of Internet addiction in the context of online shopping. Through a thorough examination of related dimensions, we were able to conceptualise that the limits of sensation seeking, extensive presence of digital devices and almost unlimited access to the Internet could worsen the problems of Internet addiction in light of online shopping patterns. Further, we projected that Internet addiction and self-control had a bidirectional relation. To investigate further, we will use the requisite blend of qualitative and quantitative studies. The prospective use of these methods will serve two purposes. Qualitative studies will develop exploratory dimensions of the study. The quantitative studies will consolidate the themes developed conceptually by our investigation. As a foundation for future studies, we were able to develop five key dimensions. The dimensions were self-control, access to shopping, impulsive buying, compulsive buying and purchase of vice products. The first dimension dealt with the propensity of individuals with lower self-control to have lesser control on negative behaviour and consequences. This was contextualised in the case of the negative consequences of Internet addiction. The second theme was involved with the propensity of consumers to have increased frequency in shopping with greater access to shopping. Going on, increased frequency of shopping can lead to impulsive and compulsive buying. The next theme we finalised was with regard to impulsive buying and Internet addiction. Here, people who have shown patterns of Internet addiction would be more prone to buy products online based on stimuli provided. The subsequent theme was compulsive buying. In line with Internet addiction, we were able to conceptualise that compulsive purchases often happen due to internal factors such as loneliness and depression. These internal factors in conjunction with the stimuli would lead to people prone to Internet addiction to indulge in compulsive purchases online. Finally, the purchase of vice products was related to both impulsivity and compulsiveness. Thus, both external and internal factors influenced the purchase of vice products. These dimensions will be integral to developments in the field of Internet addiction and purchase patterns of users.