"The Role of Hedonic Shopping in Mediating the Relationship Between Relative Deprivation and online impulsive purchasing"

This research addresses the relationship between online consumers perceptions of the attractiveness and enjoyment of their online shopping experiences and their feelings of relative deprivation, which can lead to impulsive purchasing behaviors.

These behaviors are often reinforced by marketing strategies and promotional methods implemented through e-commerce platforms. The study is descriptive in nature, aiming to observe and describe the dimensions and indicators of the phenomenon of relative deprivation experienced by digital consumers.

It also seeks to analyze the relationship between this phenomenon and indicators of impulsive online purchasing, with the mediating factor of enjoyable shopping experiences on e-commerce platforms.

A sample survey method was employed, combining both quantitative and qualitative approaches. The quantitative component involved statistical analysis of data collected from an electronic questionnaire administered to 410 online consumers, in addition to the qualitative component analyzed responses from three focus groups.

The findings supported the first hypothesis: there is a strong direct correlation between consumers' feelings of relative deprivation and their impulsive online purchasing behaviors.



Key motives for online shopping, as identified by focus group participants, included saving time and effort, ease of browsing, abundance and attractiveness of promotional offers, ease of accessing reviews and feedback, multiple payment methods, availability of both local and international products, and the ability to compare products across multiple platforms.