ONLİNE ALIŞVERİŞ TERAPİSİNE YÖNELİK BİR ARAŞTIRMA: A RESEARCH ON ONLINE SHOPPING THERAPY

Hatice Kübranur KOCA; İbrahim BOZACI; Ülkü CELLEK

doi:10.5281/zenodo.14871455

Authors

Hatice Kübranur KOCA KIRIKKALLE ÜNİVERSİTESİ
İbrahim BOZACI Kırıkkale Üniversitesi https://orcid.org/0000-0002-9584-6126
Ülkü CELLEK Kırıkkale Üniversitesi https://orcid.org/0009-0000-9898-3057

DOI:

https://doi.org/10.5281/zenodo.14871455

Keywords:

Retail Therapy, Shopping Therapy, Online Shopping, Therapy

Abstract

In marketing literature, findings on the use of shopping for therapeutic purposes have been increasing recently. On the other hand, considering that shopping in online channels is increasing day by day, it can be expected that shopping for therapeutic purposes will also take place online. However, there is a limited number of studies on online shopping therapy. In this study, the prevalence of online shopping therapy and the differentiation according to the basic characteristics of consumers are examined with the field research conducted in Turkey. Within the scope of the research, initial data was collected from 433 people with the convenience sampling method and the obtained data were analysed. According to research findings, although the frequency of online shopping therapy is low, it is determined that consumers engage in this behavior to a large extent. Accordingly, the rate of those who sometimes or more frequently engage in this behavior is 21.7%. It is also understood that young people and women have a higher online shopping therapy average. It is hoped that the research findings will contribute to businesses that want to contribute to consumer welfare and to the online consumer behavior literature.

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A RESEARCH ON ONLINE SHOPPING THERAPY