Kaufsucht im Internet

Zusammenfassung

Mit der zunehmenden Digitalisierung des Alltagslebens ist eine Verlagerung traditioneller Kaufsucht ins Internet zu beobachten. Die analoge und digitale Variante von Kaufsucht unterscheiden sich hinsichtlich wesentlicher Merkmale nicht voneinander. Dies betrifft die starke gedankliche Beschäftigung mit kaufbezogenen Themen und Konsumgütern, das intensive Kaufverlangen, den wiederholten Kontrollverlust über den Warenkonsum und die resultierenden negativen Folgen. Allerdings geschieht Online-Shopping simultaner, schneller und unterliegt wesentlich weniger körperlichen und zeitlichen Begrenzungen als traditionelles Einkaufen. Bei Online-Kaufsucht sind spezifische Internetnutzungserwartungen relevant, z. B. die Erwartung von Anonymität, Produktvielfalt und prompter Induktion positiver Gefühle. Dieses narrative Review informiert über die digitale Variante von Kaufsucht und geht auf aktuelle theoretische Modelle von Online-Kaufsucht sowie auf experimentelle Studien ein.

Abstract

With the increasing digitalization of everyday life, the migration of traditional buying-shopping disorder (BSD) to the online retail market can be observed. In terms of key features, the digital form of BSD does not differ from traditional BSD. Both forms are characterized by extreme preoccupation with buying-shopping related topics and consumer goods, strong desire to buy/shop, recurrent loss of control over purchasing and negative consequences. However, the internet offers the opportunity for simultaneous, faster shopping activities and is less restricted by physical and time limits than traditional buying/shopping. Specific internet use motives have been shown to be relevant with regard to online-BSD, particularly expectancies of anonymity, product variety and instant induction of positive emotions. This narrative review provides information about the digital form of BSD, including recent theoretical models of online-BSD and experimental studies.

Schlüsselwörter

Online-Kaufsucht - Epidemiologie - Modelle - Phänomenologie

Key words

buying-shopping disorder - epidemiology - models - phenomenology

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