#9 - shopbop can't stop!

A common online activity that is associated with problematic Internet use is online shopping. The rapid explosion of online shopping sites has made spending money through the Internet quite common and addictive. Through a vicious cycle of browsing online shopping sites and buying unnecessary amounts of clothing, individuals tend to get caught up in the illusion that they aren’t actually spending money and could potentially wind up in debt. Even more, they could show symptoms of a PUI, or problematic behavior related to too much time spent online.

Addicted online shoppers will appreciate the fact that they are always in control because they can choose the type and make of the clothes they want and they can purchase them whenever they please. Wallace would note that this stronger feeling of a locus of control would play a part in internet shopping addiction, causing the individual to spend increased time on shopping sites with a stronger feeling of control. Additionally, an online shopping addiction is strongly integrated in the dynamic fashion industry. Therefore, the styles and fads are always changing and being upgraded. This may lead to obsessive browsing of sites because users may never know when they will be rewarded by clicking and finding a new great buy. This correlates with Wallace’s factor of operant conditioning because individuals are tempted to browse sites in a compulsive manner because their behaviors are rewarded on a varying schedule.

If Davis et al. were analyzing an Internet shopping addiction they would focus on the individual differences leading to online shopping addiction. The individual would probably be found to have a diminished sense of impulse control (more likely to buy on a whim whenever there is a desire), more prone to loneliness or depression (wanting to buy in order to feel better temporarily), more likely to seek social comfort (they may not have real life friends to shop with), and more likely to engage in online shopping in order to distract themselves or procrastinate (this is evident when the internet shopping negatively impacts one’s life because it interferes with significant daily tasks). These differences in personality definitely play a factor in the likelihood of one developing a problematic Internet usage behavior such as addictive online shopping.

Caplan’s model doesn’t fully apply to online shopping addiction because it internet shopping addiction isn’t correlated strongly with personal communication differences. Just because one holds a negative perception about their social competence, it does not infer that this individual is more likely to prefer shopping online as to shopping in a boutique. Additionally, shopping behaviors have the potential to be addicting no matter the individual’s personality circumstances. It is difficult to believe that individuals are more likely to prefer online shopping because it is less threatening. Although some of Caplan’s model doesn’t hold true to Internet shopping addiction, the last step of Caplan’s model applies. Those individuals who spend more time online shopping may engage in a never-ending cycle spending more time online shopping and less time engaging in healthy, offline behaviors.