Determinants of online shopping addiction among Vietnamese university students

Abstract

ABSTRACT Online shopping addiction, which refers to the inability to take an individual’s online shopping urges under control has attracted a great deal of research interest over the last decade, given the prevalence of internet technologies and the advent of data-driven marketing strategies in e-commerce. The current study sought to examine the determining factors that can potentially result in online shopping addiction among Vietnamese university students. We found a strong correlation presented between daily online shopping frequency and daily internet shopping usage. Results from the hierarchical analysis indicate that internet experience has a significant negative effect on online shopping addiction. Besides, time spent on internet shopping per day and daily internet shopping frequency has the significant effect on the score of online shopping addiction. Students are recommended to manage their online routine wisely and efficiently to avoid detrimental consequences resulted from online shopping addiction.