Lonely Hearts Craving Fulfillment and Recognition: The Dual Role of Compensatory and Conspicuous Consumption in Online Shopping Addiction

Online Shopping Addiction (OSA) is a significant behavioral concern characterized by compulsive purchasing. This study investigates the psychological pathways from loneliness to OSA, focusing on the dual mediating roles of compensatory and conspicuous consumption. Survey data from 364 participants reveal that loneliness initially triggers compensatory consumption as an emotional coping mechanism. This internal process then externalizes into conspicuous consumption as individuals seek social recognition. This sequential progression reinforces addictive behaviors. Our findings integrate these constructs into a unified framework, highlighting their interactive roles in OSA development and underscoring the importance of addressing loneliness through social support.