Reflections of online shopping sites' special membership application on compulsive buying behavior

Today, shopping has evolved beyond meeting basic needs and has become a complex process shaped by psychological and social influences. With the rapid spread of digitalization, online shopping significantly impacts consumer behavior. In this context, the main purpose of this study is to examine the effects of exclusive membership programs on compulsive buying behavior in the context of online shopping platforms. To achieve this aim, the study adopts a qualitative research approach. Semi-structured interviews were used as the data collection tool, and the data were analyzed through thematic analysis using the MAXQDA 2020 software. According to the findings, exclusive membership programs lead to an increase in consumers' purchase frequency, while personalized notifications, campaigns, and discounts enhance compulsive buying tendencies. The privileges offered to exclusive members tend to create a continuous buying cycle, which further stimulates impulsive purchasing behavior. In this regard, the study contributes to the existing literature by exploring the psychological impact of digital marketing strategies on consumer behavior.