El lado oscuro de las compras no controladas: de la compulsión a la impulsividad
Palabras clave:
compras no controladas, compulsión a la compra, impulsividad en la compra, comercio digital, promociones
Resumen
El presente estudio identifica los factores que actúan como catalizadores de las Compras No Controladas (CNC), la Compulsión a la Compra (CC) y la Impulsividad en la Compra (CI) en entornos digitales y proponer un modelo teórico basado en la Teoría del Comportamiento Planificado (Ajzen, 1991). Mediante un enfoque cuantitativo y la aplicación de encuestas a 350 consumidores en plataformas de comercio electrónico, se evaluaron las relaciones entre CC, CNC e IC utilizando un modelo de ecuaciones estructurales (AMOS). Los resultados muestran que las Compras No Controladas (CNC) actúan como un factor mediador entre la compulsión y la impulsividad en la compra, validando las hipótesis planteadas, se concluye que la facilidad de acceso, la inmediatez y la influencia social en entornos digitales son determinantes clave del comportamiento de compra descontrolada, sugiriendo la necesidad de estrategias de intervención social y educación financiera para mitigar sus efectos negativos.
Citas
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Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1998). Losing control: How and why people fail at self-regulation. Academic Press.
Brunelle, N., & Grossman, D. (2022). Predictors of online compulsive buying: The role of personality and mindfulness. Journal of Behavioral Addictions, 11(2), 289-300. https://doi.org/10.1016/j.paid.2021.111237
Casaló, L. V., Flavián, C., & Guinalíu, M. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. Doi: https://doi.org/10.1016/j.jbusres.2018.07.005
Cavicchioli, M., Scalabrini, A., Northoff, G., Mucci, C., Ogliari, A., & Maffei, C. (2021). Dissociation and emotion regulation strategies: A meta-analytic review. Journal of Psychiatric Research, 143, 370-387. https://doi.org/10.1016/j.jpsychires.2021.09.011
Dai, B., Fu, D., & Xu, H. (2019). Like or want? Gender differences in attitudes toward online shopping in China. Frontiers in Psychology, 10, 229. https://doi.org/10.1002/mar.21183
Djudiyah, A. (2022). The Role of Emotion Regulation on Compulsive Shopping of Clothing. Psilostudia Jurnal Psikologi, 11(1). http://dx.doi.org/10.30872/psikostudia.v11i1.7169
Gefen, D., Karahanna, E. & Straub, D.W. (2003) Trust and TAM in Online Shopping An Integrated Model. MIS quarterly, 27, 51-90. https://aisel.aisnet.org/misq/vol27/iss1/4/
Goslar, M., Leibetseder, M., Muench, H. M., Hofmann, S. G., & Laireiter, A. R. (2020). Treatments for internet addiction, sex addiction and compulsive buying: A meta-analysis. Journal of Behavioral Addictions, 9(4), 865-886. https://doi.org/10.1556/2006.2020.00083.
Granero, R., Fernández-Aranda, F.; Lara-Huallipe, M.L., Gómez-Peña, M., Moragas, L., Baenas, I., Müller, A., Brand, M., Sisquellas, C., & Jiménez-Murcia, S. (2022). Latent Classes for the Treatment Outcomes in Women with Gambling Disorder and Buying/Shopping Disorder. J. Clin. Med., 11, 3917. https://doi.org/10.3390/jcm11133917
Han, F., & Ellis, R. A. (2021). Predicting students’ academic performance by their online learning patterns in a blended course: To what extent is a theory-driven approach and a data-driven approach consistent? Educational Technology & Society, 24(1), 191-204. https://www.jstor.org/stable/26977867
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55. https://doi.org/10.1080/10705519909540118.
Jameel, A., Khan, M. N., Alonazi, W. B., & Khan, R. (2024). Exploring the Impact of Social Media Sites on Compulsive Shopping Behavior: The Mediating Role of Materialism, Psychology Research and Behavior Management, 171-185, https://doi.org/10.2147/PRBM.S442193
Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156. https://doi.org/10.1016/j.neuron.2006.11.010
Lee, J., & Eastin, M. S. (2021). Social influence in online shopping environments: The impact of social media and peers. Journal of Consumer Marketing, 38(3), 267-278. https://doi.org/10.1145/1282100.1282157
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12(100337), 100337. https://doi.org/10.1016/j.chbr.2023.100337
Lim, X., Cheah, J., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539-1563. https://doi.org/10.1108/apjml-03-2019-0126
Luna A. R. Puello A. S., y Botero M. M. (2004) La compra impulsiva y el materialismo en los jóvenes: estudio exploratorio en estudiantes universitarios de barranquilla (Colombia) Psicología desde el Caribe, 14, pp. 1-26. https://www.redalyc.org/articulo.oa?id=21301401
Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386-2404. https://doi.org/10.3390/jtaer16060131
Luong, M., Nguyen, T., & Tran, D. (2023). Online impulsive and compulsive buying behavior in Vietnam. International Journal of Management and Sustainability, 12(3), 395-379. https://doi.org/10.18488/11.v12i3.3446
Maccarrone-Eaglen, A., & Schofield, P. (2020). Compulsive buying among young adults: A behavioural segmentation. Journal of Consumer Affairs, 54(2), 317-343. https://doi.org/10.1108/YC-02-2019-0958
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence of sales promotion on impulse buying: A dual process approach. Journal of Promotion Management, 28(8), 1212–1234. https://doi.org/10.1080/10496491.2022.2060415
Mandolfo, M., Capozza, R., & Russo, V. (2022). The dark side of discounts: Impulsiveness and compulsive buying behavior. Journal of Retailing and Consumer Services, 64, 102813. Doi: https://doi.org/10.1016/j.jretconser.2021.102813
Mulyono, H., & Rusdarti, D. (2020). How psychological factors boost compulsive buying behavior in digital era: A case study of Indonesian students. Journal of Digital Commerce, 3(1), 12-21. https://doi.org/10.1108/IJSE-10-2019-0652
O’Guinn, T. C., & Faber, R. J. (1989). Compulsive Buying: A Phenomenological Exploration. The journal of consumer research, 16(2), 147. https://doi.org/10.1086/209204
Pahlevan, S., Kyid, K., & Lim, Y. (2018). Excessive social networking sites use and online compulsive buying in young adults: The mediating role of money attitude. Computers in Human Behavior, 85, 34-43. https://doi.org/10.1108/YC-10-2017-00743
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Rodríguez Del Bosque, I. A., & Herrero, Á. (2008). Antecedentes de la utilidad percibida en la adopción del comercio electrónico entre particulares y empresas. Cuadernos de economía y dirección de la empresa, 11(34), 107–134. https://doi.org/10.1016/s1138-5758(08)70055-0
Rodríguez, L. A., & De Oliveira, M. o. R. (2021). O uso do cartão de crédito: o valor da marca e materialismo influenciam no comportamento impulsivo de compra? Revista de Administração Da UFSM, 14(3), 502-520. https://doi.org/10.5902/1983465938864
Şahin, E., & Avan, F. (2024). The effect of unplanned purchasing on hedonic and compulsive purchase in the scope of consumer purchase behavior. Süleyman Demirel University Journal of Faculty of Economics and Administrative Sciences, 29(3), 175-188. https://dergipark.org.tr/tr/pub/sduiibfd
Zhang, C., Milán, J., y García, F. J. (2023). El comercio electrónico como motor de desarrollo local en el entorno rural de Shanxi (China). Equidad Y Desarrollo, 42, e1597. https://doi.org/10.19052/eq.vol1.iss42.7
Zheng, X., Lu, B., & Wang, Y. (2020). Upward social comparison and state anxiety as mediators between passive social network site usage and online compulsive buying among women. Computers in Human Behavior, 102, 348-356. https://doi.org/10.1016/j.addbeh.2020.106569
Zozaya-Durazo, L. (2023). El papel de los influencers en las decisiones de consumo de los menores españoles. https://doi.org/10.31921/doxacom.n36a1685
Asociación Mexicana de Agencias de Investigación de Mercado y Opinión Pública. (2022). Nota metodológica: Nivel Socioeconómico 2022 (v.5). https://www.amai.org/descargas/Nota_Metodologico_NSE_2022_v5.pdf.
Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1998). Losing control: How and why people fail at self-regulation. Academic Press.
Brunelle, N., & Grossman, D. (2022). Predictors of online compulsive buying: The role of personality and mindfulness. Journal of Behavioral Addictions, 11(2), 289-300. https://doi.org/10.1016/j.paid.2021.111237
Casaló, L. V., Flavián, C., & Guinalíu, M. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. Doi: https://doi.org/10.1016/j.jbusres.2018.07.005
Cavicchioli, M., Scalabrini, A., Northoff, G., Mucci, C., Ogliari, A., & Maffei, C. (2021). Dissociation and emotion regulation strategies: A meta-analytic review. Journal of Psychiatric Research, 143, 370-387. https://doi.org/10.1016/j.jpsychires.2021.09.011
Dai, B., Fu, D., & Xu, H. (2019). Like or want? Gender differences in attitudes toward online shopping in China. Frontiers in Psychology, 10, 229. https://doi.org/10.1002/mar.21183
Djudiyah, A. (2022). The Role of Emotion Regulation on Compulsive Shopping of Clothing. Psilostudia Jurnal Psikologi, 11(1). http://dx.doi.org/10.30872/psikostudia.v11i1.7169
Gefen, D., Karahanna, E. & Straub, D.W. (2003) Trust and TAM in Online Shopping An Integrated Model. MIS quarterly, 27, 51-90. https://aisel.aisnet.org/misq/vol27/iss1/4/
Goslar, M., Leibetseder, M., Muench, H. M., Hofmann, S. G., & Laireiter, A. R. (2020). Treatments for internet addiction, sex addiction and compulsive buying: A meta-analysis. Journal of Behavioral Addictions, 9(4), 865-886. https://doi.org/10.1556/2006.2020.00083.
Granero, R., Fernández-Aranda, F.; Lara-Huallipe, M.L., Gómez-Peña, M., Moragas, L., Baenas, I., Müller, A., Brand, M., Sisquellas, C., & Jiménez-Murcia, S. (2022). Latent Classes for the Treatment Outcomes in Women with Gambling Disorder and Buying/Shopping Disorder. J. Clin. Med., 11, 3917. https://doi.org/10.3390/jcm11133917
Han, F., & Ellis, R. A. (2021). Predicting students’ academic performance by their online learning patterns in a blended course: To what extent is a theory-driven approach and a data-driven approach consistent? Educational Technology & Society, 24(1), 191-204. https://www.jstor.org/stable/26977867
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55. https://doi.org/10.1080/10705519909540118.
Jameel, A., Khan, M. N., Alonazi, W. B., & Khan, R. (2024). Exploring the Impact of Social Media Sites on Compulsive Shopping Behavior: The Mediating Role of Materialism, Psychology Research and Behavior Management, 171-185, https://doi.org/10.2147/PRBM.S442193
Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156. https://doi.org/10.1016/j.neuron.2006.11.010
Lee, J., & Eastin, M. S. (2021). Social influence in online shopping environments: The impact of social media and peers. Journal of Consumer Marketing, 38(3), 267-278. https://doi.org/10.1145/1282100.1282157
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12(100337), 100337. https://doi.org/10.1016/j.chbr.2023.100337
Lim, X., Cheah, J., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539-1563. https://doi.org/10.1108/apjml-03-2019-0126
Luna A. R. Puello A. S., y Botero M. M. (2004) La compra impulsiva y el materialismo en los jóvenes: estudio exploratorio en estudiantes universitarios de barranquilla (Colombia) Psicología desde el Caribe, 14, pp. 1-26. https://www.redalyc.org/articulo.oa?id=21301401
Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386-2404. https://doi.org/10.3390/jtaer16060131
Luong, M., Nguyen, T., & Tran, D. (2023). Online impulsive and compulsive buying behavior in Vietnam. International Journal of Management and Sustainability, 12(3), 395-379. https://doi.org/10.18488/11.v12i3.3446
Maccarrone-Eaglen, A., & Schofield, P. (2020). Compulsive buying among young adults: A behavioural segmentation. Journal of Consumer Affairs, 54(2), 317-343. https://doi.org/10.1108/YC-02-2019-0958
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence of sales promotion on impulse buying: A dual process approach. Journal of Promotion Management, 28(8), 1212–1234. https://doi.org/10.1080/10496491.2022.2060415
Mandolfo, M., Capozza, R., & Russo, V. (2022). The dark side of discounts: Impulsiveness and compulsive buying behavior. Journal of Retailing and Consumer Services, 64, 102813. Doi: https://doi.org/10.1016/j.jretconser.2021.102813
Mulyono, H., & Rusdarti, D. (2020). How psychological factors boost compulsive buying behavior in digital era: A case study of Indonesian students. Journal of Digital Commerce, 3(1), 12-21. https://doi.org/10.1108/IJSE-10-2019-0652
O’Guinn, T. C., & Faber, R. J. (1989). Compulsive Buying: A Phenomenological Exploration. The journal of consumer research, 16(2), 147. https://doi.org/10.1086/209204
Pahlevan, S., Kyid, K., & Lim, Y. (2018). Excessive social networking sites use and online compulsive buying in young adults: The mediating role of money attitude. Computers in Human Behavior, 85, 34-43. https://doi.org/10.1108/YC-10-2017-00743
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Rodríguez Del Bosque, I. A., & Herrero, Á. (2008). Antecedentes de la utilidad percibida en la adopción del comercio electrónico entre particulares y empresas. Cuadernos de economía y dirección de la empresa, 11(34), 107–134. https://doi.org/10.1016/s1138-5758(08)70055-0
Rodríguez, L. A., & De Oliveira, M. o. R. (2021). O uso do cartão de crédito: o valor da marca e materialismo influenciam no comportamento impulsivo de compra? Revista de Administração Da UFSM, 14(3), 502-520. https://doi.org/10.5902/1983465938864
Şahin, E., & Avan, F. (2024). The effect of unplanned purchasing on hedonic and compulsive purchase in the scope of consumer purchase behavior. Süleyman Demirel University Journal of Faculty of Economics and Administrative Sciences, 29(3), 175-188. https://dergipark.org.tr/tr/pub/sduiibfd
Zhang, C., Milán, J., y García, F. J. (2023). El comercio electrónico como motor de desarrollo local en el entorno rural de Shanxi (China). Equidad Y Desarrollo, 42, e1597. https://doi.org/10.19052/eq.vol1.iss42.7
Zheng, X., Lu, B., & Wang, Y. (2020). Upward social comparison and state anxiety as mediators between passive social network site usage and online compulsive buying among women. Computers in Human Behavior, 102, 348-356. https://doi.org/10.1016/j.addbeh.2020.106569
Zozaya-Durazo, L. (2023). El papel de los influencers en las decisiones de consumo de los menores españoles. https://doi.org/10.31921/doxacom.n36a1685
Publicado
2025-07-28
Cómo citar
Flores-Rueda, I. C., Tristán-Monrroy, B. V., Peñalosa-Otero, M. E., & Cuartas-Marín, J. C. (2025). El lado oscuro de las compras no controladas: de la compulsión a la impulsividad. Revista Venezolana De Gerencia, 30(13), 678-691. https://doi.org/10.52080/rvgluz.30.especial13.43
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