Incidental variables in hedonistic purchase motivation and compulsive Internet shopping
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2020v17n2.8003Keywords:
Compulsive buying, Purchase motivations, Newness of the offerAbstract
The purpose of this research is to examine the relationship between incidental variables in the motivation to buy by hedonism and compulsive buying through Internet use in young people. For this, a sample of 150 higher-level students from different educational institutions in the southeast of Mexico was integrated. Structural equation modeling was used to test relationships between constructs. The results show that there are significant casual relationships between hedonic motivation and compulsive shopping using the internet. Which have valuable implications for the decision-making of retailers due to the constant need to emphasize the use of promotions and news of product offers through internet applications.
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