Oniomania in the purchasing behaviour of young Polish consumers – an economic approach
Oniomania in the purchasing behaviour of young Polish consumers – an economic approach

Summary/Abstract: Oniomania (shopaholism) is not commonly perceived as an impulse control disorder, addictionto a specific activity, but rather as a trivial issue often taken lightly, more as a fad than a seriousproblem. The literature analyses oniomania in anthropological, socio-pedagogical, psychological,psychiatric and economic terms. This article focuses solely on the economic explanation of compulsivebuying in the consumer behaviour of young people. Its aim is to identify oniomania in the consumerbehaviour of young persons and to prove that such behaviour is determined by demographic and socialcharacteristics such as: gender, age, marital status, wealth, and place of residence. The study focusedon 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) thataffect compulsive shopping among young consumers.The tool used to conduct the research was my original questionnaire comprising 50 closed-endedquestions regarding alternative consumer trends, including oniomania. The survey was carried outfrom 1st February to 1st May 2018. The participants were recruited via the ankietka.pl website andsocial 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 distributedacross special forums, university and private school fanpages. The survey covered people aged 18–34belonging to the Y and Z generations.The survey suggests that young females suffer from oniomania more frequently than men. Notonly do they shop several times a week and feel relaxed as a result, but also they spend more than3 hours shopping. Moreover, the survey has confirmed a positive correlation between the sex ofrespondents (mainly women) and oniomania, and a negative one between compulsive buying on theone hand and the level of education and disposable income of young respondents on the other.

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