Influencing Path of Consumer Digital Hoarding Behavior on E-Commerce Platforms

Zhikun Yue, Xungang Zheng (), Shasha Zhang, Linling Zhong and Wang Zhang
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Zhikun Yue: College of Management, Sichuan Agricultural University, Chengdu 611130, China
Xungang Zheng: College of Management, Sichuan Agricultural University, Chengdu 611130, China
Shasha Zhang: College of Economics and Management, Chongqing University of Arts and Sciences, Chongqing 402160, China
Linling Zhong: School of Literature and Journalism, Xihua University, Chengdu 610039, China
Wang Zhang: College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China

Sustainability, 2024, vol. 16, issue 23, 1-18

Abstract: Although digital hoarding behavior does not directly affect physical space, with the popularization of cloud storage services, its impact on energy consumption has become increasingly significant, posing a challenge to environmental sustainability. This study focuses on the factors influencing consumer digital hoarding behavior on e-commerce platforms, aiming to provide management decision-making references for e-commerce enterprises to deal with consumer digital hoarding phenomena and improve transaction effectiveness. Based on the Motivation–Opportunity–Ability (MOA) Theory and through the Adversarial Interpretive Structure Modeling Method (AISM), this study systematically identifies and analyzes the influencing factors. The findings reveal that emotional attachment, burnout, and fear of missing out are the main motivational factors directly affecting consumer digital hoarding behavior, with strong interconnections between these factors. Perceived usefulness and platform interaction design are significant opportunity factors, indirectly affecting digital hoarding behavior by improving user experience and satisfaction. E-commerce platform convenience, anticipated ownership, perceived economic value, emotional regulation ability, auxiliary shopping decision-making, perceived behavioral control, and information organization ability are the foundational and intermediate factors. The research results emphasize the importance of understanding consumer digital hoarding behavior in the context of sustainable development. This is not only conducive to optimizing the shopping cart function and data management strategy of e-commerce platforms and improving transaction conversion rates but also provides a reference for policymakers to formulate data management and privacy protection policies.

Keywords: e-commerce platforms; consumer behavior; digital hoarding; pathways of influence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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