본문 바로가기
  • Home

Why do people get into shopping addiction in ‘untact’ environment?: Focused on self-determination theory and fear of missing out

  • Health Communication Research
  • 2024, 23(1), pp.1-48
  • DOI : 10.24172/hcr.2024.23.1.1
  • Publisher : Korea Health Communication Association
  • Research Area : Social Science > Journalism and Broadcasting > Communication
  • Received : February 18, 2024
  • Accepted : April 18, 2024
  • Published : April 30, 2024

Kim Woon Han 1 Sohn, Youngkon 2

1선문대학교
2가천대학교

Accredited

ABSTRACT

The COVID-19 pandemic, changes in the media landscape, and shifts in the marketing direction of companies have led to the rise of untact shopping, such as live commerce. It is an effective marketing activity that drives positive consumer behavior, but on the other hand, the convenience of use, easy payment methods, high interactivity, and the provision of entertainment contents can lead to excessive dependence on shopping. This study aims to identify the problem of shopping addiction that lies behind the convenience of untact shopping. To this end, this study applied self-determination theory to examine the effects of basic psychological needs and fear of missing out(FoMO) on intrinsic motivation and shopping addiction among consumers who participate in live commerce or online shopping. 300 people were gathered who had participated in live commerce or online shopping within the last three months. The results showed that the variables comprising basic psychological needs mediated intrinsic motivation, leading to shopping addiction. FoMO had a direct effect on shopping addiction in addition to the indirect effect through intrinsic motivation. Based on these findings, academic and practical implications are discussed.

Citation status

* References for papers published after 2022 are currently being built.