Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-04-15 DOI:10.1016/j.jretconser.2025.104308

Laura Carmen Heredero, Carmen Camarero, Ana Isabel Rodríguez-Escudero

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引用次数: 0

Abstract

The rise of online commerce and the trend towards increased consumer exposure to digital content have brought about an emerging phenomenon – particularly among younger consumers–: online shopping addiction. While it has been studied from a psychological standpoint, the influence of online marketing strategies in addiction remains underexplored. Grounded in the uses and gratifications theory, this study examines how hedonic motivations increase exposure to marketing stimuli (social media, promotions, discounts, newsletters, etc.), resulting in online shopping addiction. The findings reveal that, although the consumption of marketing stimuli and online shopping may function as a form of retail therapy, individuals with heightened levels of hedonic gratifications are prone to developing online shopping addiction. This study provides empirical evidence that marketing stimuli play a limited role in driving addiction, as individuals strongly driven by hedonic motivations are inherently more susceptible to developing addictive shopping behaviours.

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走在钢索上：揭示享乐动机和市场刺激的上瘾力量

在线商务的兴起以及消费者接触数字内容的趋势增加，带来了一种新兴现象——尤其是在年轻消费者中——即网上购物成瘾。虽然已经从心理学的角度进行了研究，但在线营销策略对成瘾的影响仍未得到充分探讨。在使用和满足理论的基础上，本研究探讨了享乐动机如何增加对营销刺激（社交媒体、促销、折扣、新闻通讯等）的暴露，从而导致在线购物成瘾。研究结果表明，尽管消费市场刺激和网上购物可能是一种零售疗法，但享乐满足水平较高的个人更容易形成网上购物成瘾。本研究提供的经验证据表明，营销刺激在驱动成瘾性方面发挥的作用有限，因为受到享乐动机强烈驱动的个体本质上更容易形成成瘾性购物行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.