The relationship between body image and online shopping addiction in youth adult: The intermediate effect of social appearance anxiety

The aim of this study is to examine the mediating effect of social appearance anxiety on the relationship between body image and online shopping addiction in young adulthood. The research was carried out with a total of 325 individuals consisting of undergraduate students from the Preparatory, 1st, 2nd, 3rd and 4th year Faculty of Economics, Administrative and Social Sciences, Fine Arts, Design and Architecture Faculty and Engineering Faculty at a private university in Mersin. Data was collected using the 'Demographic Information Form', 'Body Perception Scale (BAS)', 'Social Appearance Anxiety Scale (SSAS)' and 'Online Shopping Addiction Scale (CADÖ)'. For the statistical analysis, independent sample t-test and Pearson correlation analysis were used. Results revealed that, women's body image and online shopping addiction levels were found to be significantly higher than men. Also, the Structural Equation Modeling analysis results revealed a positive and significant an indirect effect of body image on online shopping addiction through social appearance anxiety. Accordingly, it can be concluded that social appearance anxiety has a mediating effect in the relationship between body image and online shopping addiction. Keywords: Body Image, Online Shopping Addiction, Social Appearance Anxiety