Click here! hypermedia, compulsive buying and mobile devices

Abstract

Objective of the study - To analyze hypermedia processes via mobile devices as a potentiating factor in compulsive shopping behavior. Methodology/approach - The study used procedures of a qualitative nature. As a method of data collection, participant observation and interviews were used. In the analysis and interpretation of the data, the technique of content analysis was used, following Bardin (2011) guidelines. Relevance/originality - To explore the theoretical gap of hypermedia associated with compulsive buying, as well as the perceived vulnerability of the buyer (or potential) to the countless number of ads and offers he or she is exposed to, especially with the popularization and rise of mobile devices facilitators of this process. Main results - In the results found, it could be seen that the hypermedia processes, via mobile devices, can instigate the compulsive shopping behavior of some categories of buyers, they are: normal, recreational and intermediary. In contrast, the classic compulsives and addictive spenders feel less compelled to buy in the digital environment when exposed to such practices. Theoretical/methodological contributions - As a contribution, the research evidences the individual in a gradual and categorical scale regarding the purchase, based on the studies of Edwards (1993), discussing a less explored dimension of the buyers on the exploration of the hypermedia processes, with focus on consumption via mobile devices.