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Oniomania in the purchasing behaviour of young Polish consumers – an economic approach
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2020) Zalega, Tomasz
Oniomania (shopaholism) is not commonly perceived as an impulse control disorder, addiction to a specific activity, but rather as a trivial issue often taken lightly, more as a fad than a serious problem. The literature analyses oniomania in anthropological, socio-pedagogical, psychological, psychiatric and economic terms. This article focuses solely on the economic explanation of compulsive buying in the consumer behaviour of young people. Its aim is to identify oniomania in the consumer behaviour of young persons and to prove that such behaviour is determined by demographic and social characteristics such as: gender, age, marital status, wealth, and place of residence. The study focused on the analysis of selected factors (attitudes to shopping, time spent shopping, shopping frequency, motives and feelings accompanying consumers when shopping, and most often bought products) that affect compulsive shopping among young consumers. The tool used to conduct the research was my original questionnaire comprising 50 closed-ended questions regarding alternative consumer trends, including oniomania. The survey was carried out from 1st February to 1st May 2018. The participants were recruited via the ankietka.pl website and social media such as Facebook, Whatsapp, Messenger, and e-mail. In order to partake in the survey, those interested had to visit a specific website containing the questionnaire. It was also distributed across special forums, university and private school fanpages. The survey covered people aged 18–34 belonging to the Y and Z generations. The survey suggests that young females suffer from oniomania more frequently than men. Not only do they shop several times a week and feel relaxed as a result, but also they spend more than 3 hours shopping. Moreover, the survey has confirmed a positive correlation between the sex of respondents (mainly women) and oniomania, and a negative one between compulsive buying on the one hand and the level of education and disposable income of young respondents on the other.