The Relationship between Consumers’ Tendencies to Buy Compulsively and Their Motivations to Shop and Buy on the Internet

This paper presents the results of a survey of customers of an Internet clothing retailer examining how consumers ’ preferences to shop and buy on the Internet rather than at bricks-and-mortar stores differ depending on their compulsive buying tendencies. Using shopping motivations such as seeking product and information variety, the ability to buy unobserved, avoiding social interactions, and experiencing positive feelings during shopping and buying, we find there exists a positive relationship between a tendency to buy compulsively and Internet buying motivations. The research demonstrates that the items used to measure these shopping motivations can also be used to identify buyers who have a tendency to buy compulsively. The paper also offers important retailing, managerial and public policy implications of the findings