The aim of this study was to identify possible predictors for the phenomenon of online shopping procrastination. While there exist several findings on the topic of online procrastination, also referred to as cyber-loafing, the research on procrastinatory online shopping is still very scarce. Hence, the foremost goal was to examine why this behaviour even occurs. Building upon literature that suggests links between procrastination and impulsivity as a personality trait, one predictor that was looked at was impulse buying tendency. The other factor to possibly predict online shopping procrastination was chronic shopping orientation, assuming that hedonic shopping orientation would positively predict it, as past studies imply that procrastination is a behaviour that occurs to avoid task aversiveness, therefore choosing to engage in a more pleasant and enjoyable activity. The study was conducted through an online questionnaire, including four various scales, that was open for all sociodemographic groups. However, the majority of participants were female as well as students and the mean age was 25.32. Results confirmed the above-mentioned traits as predictors for online shopping procrastination, showing a strong positive effect for impulse buying tendency, a medium positive effect for hedonic shopping orientation and a medium negative effect for utilitarian shopping orientation as assumed. This means that people with higher impulse buying tendencies as well as those with a hedonic shopping orientation would engage in online shopping procrastination more.
Table of Contents
Abstract
Introduction
Theoretical Background
Online Procrastination
Online Shopping
Impulse Buying Behaviour
Online Shopping Procrastination
Summary of Research and Formation of Hypotheses
Methods
Choice of Method
Study Design
Measures
Recruitment of Participants and Sample Description
Results
Descriptive Statistics
Results Regarding Hypotheses
Explorative Results
Discussion
Summary
Interpretation and Discussion of Results
Implications
Limitations and Future Research Lines
Conclusion
Research Objectives & Topics
The primary aim of this study is to identify the psychological predictors of online shopping procrastination, specifically examining how shopping orientation and impulse buying tendencies influence this behavior and its relationship with purchase frequency.
- Psychological drivers of online shopping procrastination.
- The impact of hedonic vs. utilitarian shopping orientations.
- The relationship between impulse buying tendency and online shopping.
- The effect of online shopping procrastination on actual purchase behavior.
- Differences in procrastination tendencies across demographics.
Excerpt from the Book
Online Shopping Procrastination (OSP)
Following, online shopping procrastination, meaning people’s general frequency of procrastination with online shopping, was measured through a short questionnaire consisting of four items which were taken from Reinecke, Hartmann and Eden (2014) and Meier et al. (2016). Participants could choose from a 5-point-likert scale, consisting of the same five options as in the scale previously described. Through personal communication the items were translated into German from Troll et al. (2020) and have been modified to measure a general frequency of behaviour rather than time-specific behaviour. Following are the four items in English with their German translation as used in the study. The higher a person scores on this scale, the more they tend to engage in online shopping procrastination. The consistency of the scale was very good (α = 0.96).
1) I browse online shops although I have more important things to do.
Ich stöbere in Online Shops, obwohl ich wichtigere Dinge zu tun habe.
2) I browse online shops while procrastinating upcoming work.
Ich stöbere in Online Shops, während ich anstehende Arbeiten vor mir herschob.
3) I browse online shops although I know I have an important task to complete.
Ich stöbere in Online Shops, obwohl ich weiß, dass ich eine wichtige Aufgabe zu erledigen habe.
4) I browse online shops although I have planned to get something done.
Ich stöbere in Online Shops, obwohl ich geplant habe, etwas erledigt zu bekommen.
Summary of Chapters
Introduction: Defines procrastination and identifies the research gap regarding online shopping as a specific procrastination domain, establishing the study's research questions.
Theoretical Background: Reviews existing literature on general online procrastination, online shopping motives, impulse buying behavior, and links them to the novel concept of online shopping procrastination.
Methods: Details the quantitative online questionnaire design, the scales used for measurement (OSP, CSO, SE, UPPS, IBT), and the recruitment process of 119 participants.
Results: Presents the statistical analysis of the surveyed data, confirming the influence of shopping orientation and impulse buying tendencies on procrastination behavior and purchase outcomes.
Discussion: Interprets the findings, addresses the study's limitations, discusses the implications for consumer psychology, and suggests directions for future research.
Keywords
Online Shopping Procrastination, Procrastination, Impulse Buying, Shopping Orientation, Hedonic Shopping, Utilitarian Shopping, Impulsivity, Online Consumer Behavior, Cyber-loafing, Purchase Frequency, Self-regulation, Consumer Psychology.
Frequently Asked Questions
What is the central focus of the research?
The primary focus is to examine the phenomenon of online shopping procrastination and to identify which consumer characteristics and personality traits predict why individuals engage in this behavior.
What are the main thematic fields explored?
The study investigates the intersection of procrastination, impulse buying tendencies, and various shopping orientations (hedonic vs. utilitarian) within the context of online consumer behavior.
What is the primary goal or research question?
The main goal is to determine the prevalence of online shopping procrastination and to understand if and how factors like impulsive buying tendencies and shopping motivation predict this behavior, ultimately impacting purchase frequency.
Which scientific methodology was utilized?
The research employed a quantitative study design using an online questionnaire distributed to 119 participants, utilizing validated scales to measure procrastination, shopping orientation, and impulsivity.
What is covered in the main section of the paper?
The main section spans from a theoretical literature review of procrastination to the methodology used for data collection, followed by the presentation of statistical results and their interpretation regarding psychological predictors.
Which keywords best characterize this work?
Key terms include Online Shopping Procrastination, Impulse Buying, Hedonic Shopping Orientation, Impulsivity, and Consumer Psychology.
How does a hedonic shopping orientation affect potential procrastination?
A hedonic shopping orientation is a positive predictor for online shopping procrastination, as these shoppers derive pleasure from the experience and view it as a rewarding escape from aversive tasks.
What is the relationship between impulse buying and procrastination?
The study reveals a strong positive relationship; individuals with higher impulse buying tendencies are significantly more likely to engage in online shopping while procrastinating on their actual tasks.
Does procrastination actually lead to more purchases?
The results show a significant positive correlation between online shopping procrastination and purchase frequency, suggesting that procrastinators do not just browse but also engage in making actual purchases.
Did the study find significant differences between genders?
Yes, the study observed that female participants were more inclined towards online shopping procrastination than male participants, though it notes that the sample was predominantly female.
- Arbeit zitieren
- Anila Arif (Autor:in), 2021, Online Shopping Procrastination: An Examination of Shopping Orientation and Impulse Buying Tendency as predictors, München, GRIN Verlag, https://www.grin.com/document/1240164
