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Título
Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli
Año del Documento
2025
Editorial
Elsevier
Descripción
Producción Científica
Documento Fuente
Journal of Retailing and Consumer Services, 2025, vol. 85, p. 104308
Zusammenfassung
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.
Materias Unesco
5311.05 Marketing (Comercialización)
Palabras Clave
Online shopping addiction
Retail therapy
Marketing stimuli
Hedonic motivations
ISSN
0969-6989
Revisión por pares
SI
Patrocinador
Ministerio de Ciencia e Innovación. Agencia Estatal de Investigación [proyecto PID2021-123004NB-I00]
Version del Editor
Propietario de los Derechos
© 2025 The Author(s)
Idioma
eng
Tipo de versión
info:eu-repo/semantics/publishedVersion
Derechos
openAccess
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