Does online shopping make people feel better? The therapeutic effect of online shopping on Korean female consumers’ mood, self-esteem, and self-efficacy: Based on the context of fashion product shopping

Heejung Son and Jihyun Lee

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 4, 580-597

Abstract: This study investigates the influence of online shopping on Korean female consumers’ negative mood, positive mood, self-esteem, and self-efficacy. Study 1 compared two groups of respondents. The experimental group engaged in online shopping (so-called, “retail therapy”) and the control group rested. The results indicated that online shopping significantly improved subjects’ negative and positive moods and self-efficacy. The results revealed that online shopping was significant and stronger than resting in mitigating a negative mood, but only online shopping improved self-efficacy. Study 2 included an online browsing group and demonstrated that online browsing had a significant effect on subjects’ negative moods. Comparing the three groups revealed that the effect of online shopping on improving both negative and positive moods had the most significant and strongest effect. Furthermore, only online shopping improved self-efficacy. The results of this study provides academic and managerial insights about online retail therapy.

Date: 2021
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DOI: 10.1080/21639159.2020.1808821

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