ABSTRACT

This study investigates the influence of online shopping on Korean female consumers’ negative mood, positive mood, self-esteem, and self-efficacy. Study 1 compared two groups of respondents. The experimental group engaged in online shopping (so-called, “retail therapy”) and the control group rested. The results indicated that online shopping significantly improved subjects’ negative and positive moods and self-efficacy. The results revealed that online shopping was significant and stronger than resting in mitigating a negative mood, but only online shopping improved self-efficacy. Study 2 included an online browsing group and demonstrated that online browsing had a significant effect on subjects’ negative moods. Comparing the three groups revealed that the effect of online shopping on improving both negative and positive moods had the most significant and strongest effect. Furthermore, only online shopping improved self-efficacy. The results of this study provides academic and managerial insights about online retail therapy.

摘要

本研究调查了网上购物对韩国女性消费者消极情绪、积极情绪、自尊和自我效能的影响。研究 1 比较了两组受访者。实验组进行网上购物（所谓的“零售疗法”），对照组休息。结果表明，网上购物显着改善了受试者的消极和积极情绪以及自我效能感。结果表明，网上购物比休息更能减轻消极情绪，但只有网上购物才能提高自我效能感。研究 2 包括一个在线浏览组，并证明在线浏览对受试者的负面情绪有显着影响。比较三组显示，网上购物对改善消极和积极情绪的影响最显着，作用最强。此外，只有在线购物才能提高自我效能。这项研究的结果提供了有关在线零售疗法的学术和管理见解。