Impact of digital burnout on the use of digital consumer platforms

Abstract

As digital transition processes occur at a high speed, new models and business opportunities are emerging. One such phenomenon is the explosion of digital consumer platforms that are changing consumption patterns, as well as the boundaries of commercial exchange. The onset of the COVID-19 pandemic resulted in exponential growth of this consumption model, while the motivation for the use of digital platforms intensified. The intensive use of digital devices also threatens the mental health of digital users, enhancing states of stress, anxiety, and digital burnout. Therefore, this study analyses the effects of motivators and digital burnout on customers' use of digital platforms in a post-pandemic context. The sample comprised 202 participants who voluntarily completed a web-based survey. The digital burnout level of the study participants was lower than the theoretical midpoint of the scale and was significantly influenced by their Internet Addiction. Contrary to expectations, digital burnout has a significant positive effect on the use of digital consumer platforms, which is partially mediated by utilitarian motivation. The results highlight the need to consider predictors that potentially lead to digital burnout in consumers and the subsequent identification of the necessary factors to ensure the prevention and management of digital burnout.