Examining the relationship between online shopping addiction and rejection sensitivity, self-perception and social media use

Today, with the increase in social media use, individuals have gained an online shopping habit and this situation has become an addiction, which is frequently the subject of research. Increasing social media use and online shopping levels can also affect individuals' self-perception and desire to be accepted. This research was conducted to examine the relationship between online shopping addiction and rejection sensitivity, self-perception and social media use. At the same time, the data of the research variables were compared according to gender, education level, employment status, the social media platform most frequently used by the participants, monthly online shopping amounts, frequency of sharing on social media, daily online shopping times and the time spent on social media in a day. The sample of the research consists of 308 individuals between the ages of 18-50. Sociodemographic Data Form, Compulsive Online Buying Scale, Social Comparison Scale, Adult Rejection Sensitivity Scale and Social Media Use Scale were used as data collection tools. According to the data obtained from the research, a significant relationship was found between compulsive online buying and rejection sensitivity, social comparison, continuity, competence and social media usage total levels (p<0.05). A significant relationship was found between rejection sensitivity and social comparison (p<0.05). It was found that self-perception and social media usage showed a significant difference according to the gender of the participants (p<0.05). It was found that self-perception showed a statistically significant difference according to the education level of the participants (p<0.05). It was found that the level of compulsive online buying showed a significant difference according to the working status of the participants (p<0.05). It was found that compulsive online buying, rejection sensitivity, social media usage levels showed a significant difference according to the amount of online shopping expenditures (p<0.05). Rejection sensitivity; It was found that social media usage levels showed a significant difference according to the sharing frequency on social media (p<0.05). It was found that compulsive online buying and rejection sensitivity levels showed a significant difference according to the daily online purchasing duration of the participants (p<0.05). It was determined that rejection sensitivity, social comparison and social media usage levels showed a significant difference according to the time the participants spent on social media in a day (p<0.05). The data obtained from the research and the analysis results were discussed within the scope of the relevant literature and various suggestions were made for future research. Keywords: Online shopping addiction, Rejection sensitivity, Self-perception, Social media use.