The Impact of Hedonic Shopping Motives on Online Fashion Clothing Shoppers’ Compulsive Buying Behaviour in Sri Lanka

Abstract

The Internet has undoubtedly made people’s lives easier than the past by providing various forms of facilities from mere information search to advanced business operations. With the development of the Internet, buying goods through online platforms too has increased leading to excessive buying patterns irrespective of the actual need for goods and services. With increased stress levels, work life pressure and many other factors, people tend to buy goods excessively from physical as well as online platforms. A number of scholars have examined the factors affecting this compulsive buying behaviour. Further, many researchers have investigated the impact of hedonic shopping motives towards compulsive buying behaviour. However, there is a dearth of literature in the South Asian context in relation to online compulsive purchase patterns. The current study focuses on examining the impact of hedonic shopping motives towards online compulsive buying behaviour of fashion clothing shoppers in Sri Lanka. The hedonic shopping motives include adventure seeking motive, gratification seeking motive, idea shopping, role shopping, value shopping and social shopping motives. The survey was conducted among 384 online fashion clothing shoppers in Sri Lanka to validate the proposed model empirically. The findings of the study provide evidence of the impact of hedonic shopping motives towards online compulsive buying behaviour among fashion clothing shoppers in Sri Lanka and ultimately provide a better understanding of the motives affecting online compulsive buying behaviour.