Abstract

The purpose of this study was to explore the mental health impacts of the online shopping behavior of a wide-range of U.S. based Amazon.com Inc.* (Amazon) customers during the COVID-19 pandemic.  Since customer access to traditional retail outlets during the 2020 year was significantly reduced by government restrictions and face-to-face shopper trepidations, online shopping flourished.  Prior to the pandemic, compulsive online shopping had been identified as contributing to not only adverse financial and relationship consequences, but also potentially resulting in a possible serious addiction not unlike those of alcohol, drug, gambling, or sexual disorders.  The researchers constructed a scale, consistent with items used to assess other behavioral disorders referenced in the “Diagnostic and Statistical Manual of Mental Disorders” (DSM-5) and surveyed 600 Amazon customers using the Pollfish platform.  The study was conducted in one day on Dec. 30, 2020, just after Christmas, when both the pandemic and online shopping were top of mind. Not surprisingly, results indicated that Amazon shoppers were more active than normal in their online shopping during the year-long pandemic.  What’s more, a high percentage (71.3%) purchased more than they intended.  There appeared to be a relatively small group of online shoppers (around 5%) that could be clearly identified as “impulsive” or “addicted,” depending upon school of thought.  These people continued to purchase from Amazon even when they experienced family or legal problems because of it. Another larger group (12.2%) appeared to be “at risk” of mental health problems because they compulsively viewed the Amazon site for products to purchase and couldn’t stop, or cut-down,on their shopping at Amazon – even when they tried. The question of responsibility that Amazon might bear to any of its customers’ potential harmful excessive online shopping behavior is discussed.

Keywords:  COVID-19, Pandemic, Online Addiction, Amazon, Shopaholic, Oniomania.