Dissertation: Being absorbed in online shopping can help you relax – these tips will help you avoid unhealthy behavior patterns when shopping online
In her doctoral thesis, Tiina Kaleton, M.Sc. (Econ.), examined the immersion experienced by consumers when shopping online, when time and place seem to disappear in the midst of the excitement of shopping.
Kaleton's study found both negative and positive aspects to becoming deeply involved in online shopping.
“Contrary to what one might initially think, becoming absorbed in online shopping can also have positive effects for shoppers. Indulging in online shopping can be enjoyable, and at the same time, immersion provides a state of deep concentration, for example, for browsing product information. People can begin to visualize the online store's product in their own lives or as part of their own personality," Kaleton explains.
According to Kaleton, when people concentrate, they relax and can calmly validate their purchasing decisions, which can reduce the number of impulse purchases and lessen the negative feelings associated with buying, commonly referred to as "buyer's remorse."
According to the study, even a carefully considered purchase or a lucky find brought pleasure to shoppers and even social approval from others when they showed off their findings.
Kaleton points out that while becoming absorbed in shopping can have positive effects, immersion can also fuel unhealthy behavior patterns, cause anxiety, or encourage users to make impulsive purchases.
Immersion weakens well-being if you regret an impulsive purchase – even when the ordered product has already arrived and should be used. According to the study, spending unnecessary time on online shopping also caused negative feelings if that time should have been spent on something else, such as real-life responsibilities or rest.
“At its worst, immersion in online shopping means that, for example, you browse products before going to bed in the hopes of feeling good, when in reality you are trying to alleviate your own anxiety,” Kaleton describes.
Online stores pressure customers to buy and rush their purchasing decisions
Kaleton says she wanted to study online shopping experiences specifically from the consumer's perspective, because previous research often focuses on how online stores can increase sales. Consumer well-being is rarely the focus of research.
"The study raised concerns about elements created for online stores and applications that pressure consumers to buy or speed up their purchasing decisions. Such elements can include, for example, clock elements or super deals. Infinitely scrolling pages, especially in applications, can also unknowingly trap users into a browsing experience where the products never end," Kaleton explains.
Shopping also easily becomes a routine, with consumers going directly to online shopping apps, where they can immerse themselves in endless pages and product recommendations.
Three tips from the researcher for online shopping and immersing yourself in it
- Review your own shopping routines: if you find yourself getting too easily or routinely immersed in online shopping, take a break
- Take advantage of your immersion by making sure your purchase is right for you, and immerse yourself in browsing product information and images, and carefully consider your purchase
- Be aware of the addictive or pressuring elements created by online stores and especially online store applications (e.g., endless product pages or clock elements) – including second-hand applications!
Tiina Kaleton defends their doctoral dissertation “Immersion antecedents, formation, and outcomes in the context of online shopping” on 20 December. Opponent is professor Henri Pirkkalainen (Tampere University) and custos is Senior Researcher Lauri Frank (University of Jyväskylä).
The language of the dissertation is Finnish. The dissertation can be followed in The Seminarium assembly hall (S212) or online.
