Emotion-Driven Consumption in Digital Retail: A Review of ‎Women’s Online Shopping Experience

Authors

  • Pallavi MS

    Research Scholar, Woxsen University, Hyderabad, India

  • Dr. Saradhi Gonela

    Associate Professor, Woxsen University, Hyderabad, India

  • Dr. Ramkrishna Dikkatwar

    Professor, Thakur Institute of Management Studies & Research, Mumbai, India

How to Cite

MS , P. ., Gonela, D. S. ., & Dikkatwar, D. R. . (2025). Emotion-Driven Consumption in Digital Retail: A Review of ‎Women’s Online Shopping Experience. International Journal of Accounting and Economics Studies, 12(4), 184-197. https://doi.org/10.14419/6srw6s61

Received date: July 19, 2025

Accepted date: August 1, 2025

Published date: August 7, 2025

DOI:

https://doi.org/10.14419/6srw6s61

Keywords:

Online Shopping; Women, Emotions; Impulse Buying; Emotional Well-Being; Psychological Impacts

Abstract

The growth rates of e-commerce and social commerce have significantly changed consumers, ‎especially women, who frequently engage in online shopping not only for transactions but also as ‎an emotional or metaphorical experience. This review addresses the psychological complexity of ‎shopping online, which includes emotional stimuli and psychological consequences experienced ‎by women. Based on the 2014-2024 research investigations, the review combines the results of the ‎literature on the issue of impulse purchase, online shopping addiction, hedonic motivation, and ‎emotional well-being. It reveals some of the major emotional triggers, including aesthetics, ‎personalized advertising, social media, and the dopamine reward system. It results in positive ‎psychological effects, such as making people feel good and relieving stress, and negative results, ‎later known as buyer's remorse, and ultimately leads to buying more. Moderating factors, digital ‎literacy, social support, and coping strategies are also analyzed during the study. Niche areas of ‎research gaps are recognized as spheres of intersectionality, chronic effects, and culturally diverse ‎outlooks. The review concludes with a focus on the necessity of targeted interventions and ‎educational policies to promote healthier online consumer behavior‎.

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How to Cite

MS , P. ., Gonela, D. S. ., & Dikkatwar, D. R. . (2025). Emotion-Driven Consumption in Digital Retail: A Review of ‎Women’s Online Shopping Experience. International Journal of Accounting and Economics Studies, 12(4), 184-197. https://doi.org/10.14419/6srw6s61

Received date: July 19, 2025

Accepted date: August 1, 2025

Published date: August 7, 2025