Authors: ANAND PRASAD CHATTOPADHYAY¹*, Dr. SUDIPTA MAJUMDAR² and Dr. ABHIJIT PANDIT³

Abstract

Purpose: This research focuses on the impact of digital technology in the era of online shopping on compulsive buying behavior, with a focus on psychological factors such as quick satisfaction, societal validation, emotional control, targeted marketing, and integrated purchasing strategies. This analysis aims to understand the underlying reasons and effects of such behaviours. Methodology: This was a quantitative research design with a sample size of 298. The random sampling technique was used to get the sample size. Data were analyzed through SPSS software with statistical methodologies such as correlation, regression, ANOVA, and factor analysis to determine the relationships between compulsive buying inclination and online shopping behavior. Findings: The research exhibited significant positive relations between compulsive buying behaviour and individual characteristics like impulsivity, anxiety, social influence, self-esteem, and happiness when shopping online. Regression studies portrayed these variables as having a great impact on compulsive buying trends, pointing towards the importance psychological factors in the online shopping scenario. Conclusion: The study highlights the role of psychological factors in compulsive buying behaviour in online purchasing. It explores the impacts of immediacy, social proof, emotional management, targeted marketing, and effortless buying strategies. These results are critical for methods to mitigate the negative consequences of compulsive buying in the digital era. Originality: This study is unique in that it looks into the interaction of psychological factors in obsessive purchasing habits while online shopping. It offers unique insights into how quick gratification, social variables, and focused marketing influence these behaviors, with important implications for consumers and marketers themselves.

Keywords: Online Shopping, Compulsive Buying Behaviour, Psychological Factors, Quantitative Research, and Statistical Analysis.

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