Compulsive buyers drawn to Internet, survey finds

Compulsive buyers drawn to Internet Compulsive buyers prefer the fast, secret thrill of shopping on the Internet rather than in bricks-and-mortar stores.

They don't want anyone witnessing their obsessive behavior, said University of Richmond researchers Monika Kukar-Kinney, Nancy M. Ridgway and Kent B. Monroe.

The findings of their survey of 314 customers from 42 states, all customers of one e-retailer, appear in the September issue of the Journal of Retailing.

Their conclusion: There's a positive relationship between people's compulsive buying tendencies and their motivations to shop and buy online.

Ridgway, professor of marketing at UR's Robins School of Business, said 16 percent of shoppers in the sampling were compulsive buyers, "and that's a pretty big number."

It might mean that 16 percent of Americans are compulsive buyers. "I think that is a problem."

A compulsive shopper is someone who shops and browses a lot but doesn't necessarily buy. A compulsive buyer "takes it a step further and actually buys the item and spends the money," Ridgway said.

According to the study, compulsive buyers are a lot more motivated to shop online than others in the survey because they can:

• Buy unobserved. They don't want family members and others to see what, how frequently and how much they buy, the professors said.

They know family members don't approve of their buying binges. They feel shame, guilt and regret. On the Internet, they can hide their buying activities.

• Avoid social interaction. They don't want to see or talk with other shoppers or clerks who may recognize them from previous buying bouts. "They're embarrassed to be seen back in that store," Ridgway said. On the Internet, "they can do it at 2 in the morning and not be seen."

• Find a greater variety of products. Compulsive buyers get a high as they buy.

It helps them relieve negative feelings and, paradoxically, calms them down while exciting them.

The more stores, products and brands they can access, the more thrills they can experience. Old-fashioned shopping at bricks-and-mortar stores just doesn't cut it by comparison.

• Obtain more product information. Low self-esteem and the desire to feel better about themselves motivate compulsive buyers more than others to seek the Web's vast array of information about products and trends, the researchers said.

They also like the frequent electronic product updates.

• Experience a faster shopping thrill. It's the shopping and buying process, not the receiving or consuming of products, that thrill a compulsive shopper.

Because of the speed and ease of buying, the Internet is a hands-down winner for compulsive buyers who seek immediate positive feelings. A thrill is a click away.

. . .

Are you a compulsive buyer? You might be if:

• your life is dominated by compulsive buying;

• you frequently overspend;

• your closet has unopened shopping bags in it;

• you buy things that you don't need and did not plan to buy;

• others might consider you a shopaholic; and

• you consider yourself to be an impulse purchaser.

Contact Iris Taylor at (804) 649-6349 or . Follow her on Twitter at http://twitter.com/RTDIrisTaylor.