(Investigation of Relationships Among Attitudes Towards Advertising, Conspicuous Consumption and Shopping Addiction in Online Environment)

Abstract

Purpose – Increased internet access, widespread use of internet, and people spending most of their time on the internet cause the emergence of problematic or addictive consumer behavior on the internet. As behavioral addiction types are one of the important and difficult to manage problems of today, in this research, it is aimed to reveal the online shopping addiction and the possible factors that may affect it. Design/methodology/approach – In the Kırıkkale province, the primary data was collected and the data obtained were analyzed by a survey conducted with convenience sampling method. In the analysis of the data, a structural equation model was used for testing hypotheses and confirmatory factor analysis was used for the structural validity of the variables. Findings – According to the research results, the idea that positive attitude towards online advertising affects online conspicuous consumption and online shopping addiction positively. In addition, it has been determined that online conspicuous consumption plays a partial mediating role in the effect of attitude towards online advertising on online addiction. Discussion – The conclusion reached is that the attitudes of the consumers towards the advertisements in the online environment affect the shopping addiction in the online environment and the online conspicuous consumption similar to the researches conducted for the traditional shopping. Therefore, it is understood that the attitude towards online advertising is a variable that affects consumer behavior in the online environment, especially the variables examined in the research.