İnternet Tabanlı Sorunlu Alışveriş Davranışı: Çevrimiçi Alışveriş Bağımlılığı

İnteraktif teknolojiler ile tüketiciler günde yirmidört saat, haftada yedi gün, yılda üçyüzaltmışbeş gün alışveriş yapabilir hale gelmiştir. Günümüzde çoğu insan için internette alışveriş, gerçek ortamlarda alışverişe göre giderek daha çekici bir alternatif haline gelmeye başlamıştır. İnternet üzerinden alışverişin sağladığı zamandan mekandan bağımsız hareket etme özgürlüğü, istenilen ürüne bir tıkla erişebilme kolaylığı, fiyat karşılaştırma ve daha düşük fiyatlı her çeşit ürüne ulaşma imkanı ve benzeri özellikleri ile hayatı kolaylaştırabildiği gibi sorunlu çevrimiçi alışveriş davranışlarına da yol açabilmektedir. İnternetin alışveriş bağımlılığının gelişimi ve sürdürülmesindeki önemi hakkında alan yazında yeterince çalışma bulunmamaktadır. Alışveriş tüketim toplumunun sistemin devam etmesi için kitle iletişim araçları ile dayattığı bir olgudur. Tüketim aşırı hale geldiğinde birey ve çevresindekilere maddi ve manevi zararlar verse de tüketim toplumlarında alışveriş bağımlılığı bir hastalık olmasına rağmen hastalık olarak algılanmamaktadır. Popüler kültür ürünü olarak reklamlar insanlara arzu edilen yaşam kalıpları sunar. İnsanların sosyolojik olarak kabul edilme ihtiyacı ve psikolojik olarak beğenilme ihtiyacı onları bu mesajlara uymaya ve ihtiyacı olmasa bile tüketmeye yönlendirir. Bu tüketim kontrol edilemez boyuta geldiğinde birey hem maddi hem de manevi açıdan zarar görür. Alışveriş bağımlıları zamanla ailelerine, ilişkilerine, dostluklarına ve kariyerlerine zarar verir, mali sıkıntıya girerler. Bu bağlamda kompulsif alışveriş bozuklukları, diğer tüm zihinsel bozukluklar kadar tehlikeli olarak görülebilir. Araştırmada "belge tarama- literatür tarama" yönteminden yararlanılmıştır. Bu çalışmanın amacı hem pazarlama iletişimi hem de psikoloji literatürü kompulsif ve bağımlılık yapan tüketim ve satın alma davranış biçimleri ile ilişkisi doğrultusunda çevrimiçi alışveriş bağımlılığı kavramı konusunda ayrıntılı bilgi vermektir.

Anahtar Kelimeler:

bağımlılık, alışveriş bağımlılığı, internet kullanım alışkanlıkları

Internet-Based Problem Shopping Behavior: Online Shopping Addiction

With interactive technologies, consumers have become able to shop twenty-four hours a day, seven days a week, three hundred and sixty-five days a year. Today, online shopping has become an increasingly attractive alternative to shopping in real environments for most people. The freedom to act independently of time and place, the ease of accessing the desired product with one click, the possibility of price comparison, and the possibility of accessing all kinds of products with lower prices, provided by online shopping, and similar features not only make life easier but also lead to problematic online shopping behaviors. Shopping is a phenomenon that the consumer society imposes with mass media for the continuation of the system. Although consumption becomes excessive, it causes material and moral harm to the individual and those around him; However, shopping addiction is a disease in consumer societies; it is not perceived as a disease. As a product of popular culture, advertisements offer people desirable life patterns. People need to be accepted sociologically, and to be liked psychologically lead them to comply with these messages and consume them even if they do not need them. When this consumption becomes uncontrollable, the individual suffers both materially and morally. Over time, shopping addicts harm their families, relationships, friendships, and careers and get into financial trouble. In this context, compulsive shopping disorders can be seen as dangerous as any other mental disorder. This study aims to give detailed information on the concept of online shopping addiction in line with its relationship with compulsive and addictive consumption and purchasing behaviors in both marketing communication and psychology literature. The research examined the studies in the literature by using the “literature review” method. As a result, although there is still debate about whether compulsive buying disorder is a valid psychological diagnosis, it has been observed that some people are addicted to shopping. This addiction is triggered by marketing communication messages, and they need help for their addiction.

Keywords:

Addiction internet shopping, shopping addiction, internet usage habits,

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