The effect of digital burnout on consumer's attitudes to on-line shopping

The concept of burnout, which is expressed as a process that starts according to the sources of stress that occurs in individuals in the workplace and includes behaviors to cope with this situation, is a situation seen in individuals who spend a lot of time in digital environments, that is, with computers. The extensive use of these digital environments, which are all kinds of spatial activities that people carry out in front of the computer with only on-line activities without coming into contact with them physically, causes some effects in some places. On-line shopping, also called online shopping, is a process that occurs as a result of this activity, which is carried out on the Internet, by choosing the product that consumers want, adding them to their cart, registering, and then reaching the address where these products are by courier. Attitude, on the other hand, is the process of the consumer's behavioral reactions to an object, situation or environment in a positive or negative way. This study was carried out to determine the effect of digital burnout, which develops with the internet, which is the most important communication tool of our age, and due to people spending too much time on the computer, on the reactive attitudes of online shopping. As a result of the research activities required in the literature for the study, the appropriate model was drawn and hypotheses were formed. The study was carried out in April-2023 for internet users who shop online from consumers in Istanbul. Data were collected from 413 internet users, who were determined by the convenience sampling method, through a questionnaire created via Google Form. In the statistical analysis process, t test and Anova tests were applied and it was concluded that digital burnout had an attitudinal effect on online shopping. It is suggested that similar studies can be conducted to determine the effect of social media phenomena and shopping.