For people who crave the latest bargains but prefer the comfort and security of their own home, online shopping has proven to be an immensely popular alternative to shopping at brick and mortar stores. Unfortunately, this behavior, if not controlled, could potentially lead to problematic internet use (PIU). Caplan defines PIU as “maladaptive cognitions and behaviors involving Internet use that result in negative academic, professional, and social consequences” (Caplan 626). Specifically, it is characterized by Internet usage that is excessive and compulsive.
Some victims may be drawn to shopping online not only because of the desire to buy various items, but also by the thrill of completing a successful transaction. This is especially true of auction sites such as eBay, where bidders may be drawn to the competition of trying to outbid other individuals. Indeed, one of Wallace’s factors for PIU is operant conditioning. Every time an online shopper purchases something, he or she is rewarded with feelings of contentment (and, on eBay, the thrill of victory) and, of course, the item itself. This pattern of rewarded behavior may make it increasingly difficult to refrain from shopping online.
In addition, the fact that the transaction takes place in a virtual space makes it easier for frequent online shoppers to ignore the negative effects of their actions. They do not have to as much as glance as their wallets because they can store their payment information online. As a result, they may fail to recognize and appreciate the fact that the money is real and that they are responsible for it. This is related to Wallace’s notion of locus of control – the online space gives them the illusion that they have control over their circumstances.
Only some of Caplan’s model applies to this concern. Caplan cites loneliness and depression as key psychosocial problems that lead to a preference for online interaction. However, with this particular issue, I would argue that an inability to control one’s impulses and resist temptation is a more relevant determiner. Physiologically, victims may be in a constant under-aroused state and be pulled in by the excitement that this behavior offers. The affordances that online shopping provides also differ from Caplan’s model. For example, he notes that the Internet allows for greater anonymity and increased control over self-presentation, which are not particularly relevant to this issue. However, his concept of less perceived social risk and social responsibility is certainly applicable; as previously discussed, people may not be aware of how much money they’re spending, even as they sink into debt, and thus do not recognize that they have a responsibility to pay back the money they owe. Finally, arguably the most important affordance of online shopping is the convenience factor. Because there is no need to travel, shoppers easily incorporate this behavior into their schedules, which may decrease its visibility both to the victims and to their friends and families.
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4 comments:
Great post! I like that you classified Shopping as a PIU on the basis that it was an individual activity and personal impulses and procrastination issues are a big factor. I feel like most of what we've talked about in class has dealt with PIU being a result of activities online that involve interacting with others. However, in my experience, a lot of PIU is a result of people on sites such as eBay, Wikipedia, or Yahoo Games. It’s not always social problems that push people onto those kinds of sites. With college students like us, I feel like it’s generally more about procrastination and genuine interest in the sites that leads to excessive and compulsive use, and then PIU. You did a good job in linking that to Caplan's theory as well.
Hey Evan, I really liked your post. (Mostly because I sometimes feel myself coming down with my own PIU of online shopping.) It can become such a compulsive habit, and although I do realize I'm to blame, the Internet definitely makes everything really simple, just as you said. Just the fact that you can enter in credit card info in a minute (and sometimes have it saved already for even easier use), and pick out stuff for your "cart" and go doesn't make it seem like real shopping at first. Then later on I get billed and realize I HAVE TO STOP DOING THIS! ...Good job tying in concepts in class.
Hey Evan,
Great post and excellent analysis of how online shopping can cause PIU. I understand what you mean when you say that online shopping, especially on eBay, can be a thrilling experience. On eBay, the sense of competition and frenzy that happens just minutes before an auction ends can sometimes be more exciting than the actual product you are bidding on. Whether or not this is a part of eBay’s plan for success, it often makes online shoppers more excited to buy something on eBay than if they had found it at a store. The inherent operant conditioning of online shopping, particularly the rewards or benefits linked to forming addiction, perhaps influences the consumer to increase their frequency of shopping online, attributing to its popularity. I liked your analysis of how online paying makes the buyer less cognizant of how much money is really being spent, although I think that the use of credit cards in real-life shopping can also create a similar effect.
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