Literature Review Relating to Online Compulsive Buying Behaviour (Dissertation Sample)

Online COMPULSIVE BUYING BEHAVIOR
By
Bolaji Morakinyo
12811
Table of Contents TOC \o "1-3" \h \z \u 1.0Introduction32.0Literature Review62.1Characteristics of Online Compulsive buyers (male, female, poor, rich, low-esteem) PAGEREF _Toc427073028 \h 62.2 Factors influencing people to become compulsive buyers PAGEREF _Toc427073029 \h 92.3Marketing Factors encouraging compulsive buying among online clothing shoppers102.3.1 Price102.3.2 Sales promotion112.3.3 Payment mode112.3.4 Related works122.4Marketing Strategies132.4.1 Competitive advantages132.4.2 Quality of product132.4.3. Promotion strategies142.4.4 Distribution Channels143.0Methodology154.0Bibliography20
ONLINE COMPULSIVE BEHAVIOR
1 Introduction
This is a study that seeks to explore online compulsive buying. Compulsive buying is a repetitive and chronic purchasing conduct that becomes the primary response to adverse conditions or feelings. This paper builds on the habitual tendencies of making unplanned purchases. The behaviour has harmful effects on the individual and the society as well. Some of the consequences include; bankruptcy, anxiety, credit card debt, small saving, high level of debts, frustration, dysfunctional families and low self-esteem among others.
The paper illuminates extensively on online compulsive buying behaviour, identifying the major characteristics, the type of people prone to the condition, the primary triggers that influence people to purchase compulsively and marketing to take advantage of compulsive buyers among other issues.
Compulsive buying behaviour is an important issue that requires attention in the field of consumer behaviour research. Exploring the nature of the phenomenon as a negative aspect of how consumers behave, provides new and improved techniques for the study in terms of optimistic consumption behaviours. Further, a study conducted on negative aspects is useful as it contributes to the wellbeing of the society by correcting and improving the current situation.
A qualitative study has been conducted to undertake the research, particularly on secondary data. Data has been collected by reviewing peer-reviewed journals on compulsive buying, articles, and other reliable literature to get a comprehensive understanding of the phenomenon and to have a broad range of opinions from different researchers.
Compulsive buying is a behavioural disorder characterized by severe personal and societal consequences. Consumers with this condition have a strong urge to purchase items regardless of the psychological, social or financial implications. The phenomenon has hallmarks of economic hardships that lead to a chain of social and family relationship problems (Faber, 2010, p. 90).
The condition comes from multifaceted causes, ranging from bad moods, response to hardships, attempt to improve self-image and a way to seek societal acceptance among others. Compulsive buying does not heal any of the above-mentioned conditions; therefore, an individual will keep on buying hoping to achieve the desired goal. However, since there is no healing that results after compulsive buying, the behaviour becomes repetitive.
Compulsive buyers originate from all social backgrounds, and anyone could fall into this trap though the vast majority are women. Compulsive buyers go out to buy so as to get a rush that is likened to getting high for alcohol addicts and other drug users. Compulsive buying behaviour is more associated with women as compared to men. It is a general observation that most women buy things they do not need. Specific triggers will make them compulsive about purchasing particular items. For instance, during holiday seasons women will buy kitchen items, others buy clothes and shoes, and others buy anything. Further, it is evident that women with the compulsive disorder will have racks full of clothes and other possessions, yet some of them still have the price tags implying they have never been used. Unlike most men on the other hand who will only buy things only when there is a need.
Compulsive buyers appear to be financially irresponsible; however, the behaviour is not only economically devastating but also mentally, socially and emotionally disturbing. These individuals do not consider the intrinsic value of the items on the purchase, the reason that leads to financial difficulties. More so, they live in denial because to them this is not considered as a disorder. Some of them who attempt to overcome the condition, end up failing because it is an addiction that disrupts a person’s way of living. They are trapped in a dangerous cycle (Kellett & Bolton, 2009, p. 89).
Anyone can be easily trapped in this quagmire, but women are more prone to the condition. This is because women are the primary shoppers, so they have high compulsivity tendencies. Further, shopping has significant symbolism and an emotional role for women. They can deal with boredom, low self-esteem, stress and depression after shopping. Some of the adverse effects of compulsive buying include credit card debts, suicide attempts, embezzlement, bankruptcy and marital conflict among others.
The current society is highly materialistic as well as consumer driven. Besides, there is a variety of products to buy; thus it is easy to spend. Individuals overspend while shopping to fill various gaps in their lives. People are different, thus will do it for various reasons. Some will buy compulsively to feel more secure or better about themselves. For this reason, a try to distract them from purchasing so as to undertake other important issues will not help because by doing so they will fill a particular gap that cannot be filled by conducting any other activity.
Compulsive buying could be used as a weapon to express resentment or seek revenge. It may be an attempt to repair bad moods, soothe oneself, project power and wealth or fit into the society and be accepted. Similarly, it could be a response to trauma, stress or a certain loss or a way to avoid other serious addiction. More so, people try to find control and meaning in life through compulsive buying.
Compulsive tendencies are higher among women, but the problem can affect everybody regardless of their age, gender or social status. Research shows younger people, women and the rich have a higher tendency of compulsive purchasing. However, in the current world, there will be variations because some men and the elderly are also trapped in the dangerous cycle. With the creation of credit cards, compulsive buying is no longer for the wealthy because individuals can shop and pay later. In turn, it is evident that the problem affects the society at large since anyone can be affected.
The compulsive buying behaviour is two-sided, causing negative effects on an individual and, on the other hand, helps producers to boost their sales as more products are purchased. The findings from the study will largely benefit the society so as to build a better-desired future.2.0 Literature Review
Compulsive buying is a behavioural disorder that leads to severe psychological harm as well as massive financial debts. Various authors have different definitions of this phenomenon. Kellett and Bolton define compulsive buying behaviour as an obsession to buy and get involved in shopping. Further, they describe the urge to buy as irresistible, which leads to a financial downfall because the activity is expensive and is carried out excessively. The onset of the condition starts in the early twenties or late teens and is chronic. According to Kellet and Bolton, there are a broad range of characteristics that describe a person with the condition, for instance, individuals who will spend beyond their earnings, those that spend an overly rated amount of time just shopping and those that actively desire to purchase products but will never have the opportunity to buy (Kellett & Bolton, 2009, p. 83).
Compulsive buying behaviour is a disorder that affects an individual psychologically, such that one cannot control the urge to buy. The urge to buy is unspeakably huge, which in turn generates massive tension that can be dissipated upon buying. Often, negative feelings trigger the behaviour, which ultimately results in dangerous repercussions for the person involved. Compulsive buyers end up not using the purchased products. Therefore, the behaviour is a relief from some short-term negative feelings rather than an aspiration for particular goods. (Faber, 2010, p. 98)
According to Ruth Engs, individuals who "shop until they drop" and often run credit cards until the limit is reached, have a compulsive buying behaviour. They have a strong believe that shopping will ultimately help them feel better. On the contrary, the results are an over whelming bad feeling because of the resultant financial dents. Ruth asserts that compulsive shopping is an addiction, thus, like nsit to other addictive behaviours like alcoholism, overeating and gambling. Compulsive buying behaviour is temporary because the causes are likewise seasonal. It can arise when a person is lonely, anxious, depressed or angry. This is evident, that the causes only last for a short-term, unlike the consequences that may have a prolonged effect. The behaviour will not heal a broken heart, assure over flow in glove, boost self-esteem, heal regrets, stress or solve day to day problems. Forth is reason, the effects have a prolonged effect, because what the individual thought will be forgotten, after conducting shopping, the condition worsens. The problems double, due to the raised financial debt and the initial problem that caused compulsive shopping remains (Engs, 2009).
According to Danziger (2004), compulsive buying occurs when the buyer is not familiar with the layout of the store, the time to shop is limited and upon seeing an item they are reminded of the need to purchase. The compulsion behaviour results whe...