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How COVID-19 Increased the Risk of Young Consumers’ Shopping Addiction and Online Shopping Addiction

Navaz Naghavi, Hassam Waheed, Kelly-Ann Allen, Saed Pahlevansharif,

The COVID-19 pandemic has accelerated the growth of Indonesia’s digital business. However, this positive economic development has also led to unfortunate and unintended consequences, such as a significant increase in online shopping addiction.

Individuals who use more than they can get Social status From their purchases, or to meet unmet needs such as affection and affection,Shopping addiction and shopping addiction.. “

The rise of e-commerce

The rapid growth of the e-commerce market in a pandemic has exacerbated the risk of shopping addiction, especially in digitally savvy societies like Indonesia. Shopee, Tokopedia, When Bukara pack It has become a trend among young people.

A series of mega-sale events throughout the year, such as the Tokopedia Anniversary Sale on 17/08, Lazada Singles Day on 11/11, and Indonesia National Shopping Day (Harbolnas) on 12 /, put further pressure on young Indonesians. 12.12.

Individually and collectively, these events encourage young Indonesians to make more purchases needed to meet their needs.

Shopping addiction among young people is not just driven by the desire to own a product. Rather, motivational factors include feelings of status, control, power, and prestige related to ownership of a particular product.

Indonesia is a large market for online marketplaces. In short, many are at risk of online shopping addiction.

Bain & Company, a global consulting firm, said that Indonesia’s digital consumer population is From 144 million in 2020 to 165 million in 2021..

Vulnerable young consumers

A surge in consumer culture can expose vulnerabilities to a significant proportion of Indonesia’s population, which has relatively low financial literacy and savings.

A survey of a total of 5,592 Indonesians from various demographic groups conducted in 2020 found that 21% of Indonesians Indonesian households save on average, while saving very little money from their monthly income Only 8.5% Of their total income.

Despite expert advice that responsible savings thresholds should be Become 20% Even high-income Indonesian households tend to save below this threshold (at a rate of 12.6%) to provide adequate financial protection for “rainy days”.

Young people, whose main goal is to present the world with a prestigious and prestigious look, pursue excessive spending without considering the future.

Millennials are “living in the present” attitude, spending considerable effort to keep up with the latest trends, and can be featured on social media and approved by others to increase their self-esteem.

Social media can provide younger generations with the opportunity to evaluate themselves, explore, express and improve themselves. Identity Through comparison with other people.

Social media provides a way for young people to follow the lives of celebrities and celebrities in different disciplines, raising the bar for developing an ideal identity.

However, young people can fall victim to unrealistic expectations by comparing themselves to edited photographs and carefully selected lifestyles that may not be realistic.

This can lead to a loss of self-confidence due to the feeling that a truly achievable lifestyle does not reach the ideal image in terms of social and financial status.

Excessive use of social media is claimed to expose young people to a variety of identities Causes identity confusion..

The confusion between “ideal” and “real” identities is labeled “” in the psychological literature.[fragmented identity]’And social media have been charged with eroding the healthier composition of a unified identity.

Average age in Indonesia 31.8 years It emphasizes that the citizens of this country are more likely to fall into identity turmoil.

While struggling with fragmented identities, young people are often overwhelmed by the endless stream of advertising for consumer products, a combination that can lead to the development of shopping addiction.

During the “identity-building” stage of their lives, young people strive to impress their peers by increasing their consumption of material goods.

In this regard, social media can be criticized for promoting materialism and encouraging consumer-oriented attitudes in society.

To confront and resolve the tensions created by immersing yourself in the ideal life on display Social media, And both parents and the education system have an important role to play.

Observing parents’ savings habits can help young people take root in similar behaviors from an early age. In-school financial education can also support and develop this positive modeling by improving financial knowledge and skills.

The younger generation with financial literacy is well equipped to avoid compulsive buying behavior becoming more and more common in an increasingly materialistic society.


Facebook leads the booming “social commerce” market: research


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How COVID-19 Increased the Risk of Young Consumers’ Shopping Addiction and Online Shopping Addiction

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