Myth or Reality: Do Young Australians Have Compulsive Buying Tendencies?

摘要

Hartston(2012)defined compulsive behavior as"hyperstim-ulation,unintentional and repeated over indulgence despite negative consequences,deception and self-neglect."Studies have shown that the younger generation's need for instant gratification is the highest amongst any other demographic groups(Levy 2017).Coupled with technology that enables and encourages instant gratification via online shopping,this phenomenon has generated online shopping addicts.Studies in compulsive behavior show a dramatic rise in individuals with compulsive buying tendencies since the late 1990s(Neuner,Raab and Reisch 2005).This was predominately driven by ease of access to credit and in recent times it was driven by the popularity of discounted online retailers.To add fuel to the matter,the explosion of fast fashion brands such as H&M and Zara may have driven habitual impulse purchasing behavior.Self-congruity theory suggests that individuals tend to"compare themselves with a brand and see if the brand matches their concept of themselves"(Sirgy 1986).Consumers develop favorable attitude and loyalty toward brands that reflect their personality(Erdem,Swait and Valenzuela 2006),and consumers are more likely to continuously purchase these brands to satisfy their future needs(Morgan and Hunt 1994).These factors may have contributed to young adults becoming addicts to compulsive buying tendencies.As such,the younger generation are faced with high levels of debts,depression,family issues and,other social and economic problems(O'Guinn and Faber 1989).