2026-04-27T12:58:15Zhttps://uvadoc.uva.es/oai/requestoai:uvadoc.uva.es:10324/769852025-07-30T19:01:08Zcom_10324_1180com_10324_931com_10324_894col_10324_1375
UVaDOC
author
Heredero, Laura Carmen
author
Camarero Izquierdo, María Carmen
author
Rodríguez Escudero, Ana Isabel
2025-07-30T09:11:04Z
2025-07-30T09:11:04Z
2025
Journal of Retailing and Consumer Services, 2025, vol. 85, p. 104308
0969-6989
https://uvadoc.uva.es/handle/10324/76985
10.1016/j.jretconser.2025.104308
104308
Journal of Retailing and Consumer Services
85
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.
eng
Atribución-NoComercial 4.0 Internacional
Walking on the tightrope: Unveiling the addictive power of hedonic motivations and marketing stimuli
info:eu-repo/semantics/article
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URL
https://uvadoc.uva.es/bitstream/10324/76985/1/Walking-on-the-tightrope.pdf
File
MD5
c2c2dad5797e9336ddc1fa241e6484aa
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application/pdf
Walking-on-the-tightrope.pdf