The mediating role of social anxiety and depression in the relationship between perfectionistic self-presentation and online shopping addiction

This study examines the mediating role of social anxiety and depression in the relationship between perfectionistic self-presentation and online shopping addiction. In addition, it aims to investigate the relationship between online shopping addiction and age, the number of shopping applications on the participants' phones, the time spent daily on social media, and average income. The data was collected through convenience sampling method with a total sample of 405 participants aged 18-64 who lived in Türkiye. In line with the purpose of the study, the participants are asked to fill out a personal information form, Perfectionistic Self-Presentation Scale, Online Shopping Addiction Scale, Liebowitz Social Anxiety Scale, and Beck Depression Inventory. IBM SPSS 26 program and Hayes' Procesess Macro 4.2 are used for statistical analysis of the data. The analyses result in perfectionistic self-presentation predicted online shopping addiction positively (ß =.36, p<0.01), and the mediating role of social anxiety and depression in this relationship is partially mediated (ß =.25, p<0.01). At the same time, negative relationships between online shopping and age (r=-0.26, p<0.01), positive relationships between time spent on social media (r=0.31, p<0.01), and positive relationships between the number of shopping applications on the participants' phones (r=0.31, p<0.01) are found. However, no significant relationship is found between the average monthly income of the participants and online shopping addiction. The findings of the study are examined with regard to the literature and also, the limitations of the study are discussed.