OBJECTIVE

The aim of this study was to examine the relationships of personality types (i.e., self-control, BAS/BIS) and online shopping addiction (OSA) behavior and to investigate whether high-OSA tendency individuals display attentional biases toward online shopping-related (OS-related) stimuli as well as the links between attentional bias and personality types.

METHOD

The study included 98 college students divided into three groups (i.e., high-, medium- and low-OSA) according to their OSA behavior. The personality types (i.e., self-control, BAS/BIS) and OSA behavior were investigated by questionnaires. The attentional bias was evaluated by the OS-related Stroop and dot-probe task (DPT) paradigms.

RESULTS

OSA was positively predicted by time spent on online shopping per day and average consumption for online shopping monthly, and negatively by self-control. High-OSA individuals displayed significant attentional biases toward OS-related stimuli in the Stroop, but not DPT paradigm. Moreover, the attentional bias toward OSA-related stimuli in high-OSA individuals was negatively correlated with self-control.

CONCLUSION

These findings demonstrated the critical role of self-control in OSA behavior and attentional bias to OS-related stimuli in high-OSA individuals, indicating that more importance should be attached to self-control for the clinical intervention of online shopping addiction in future studies.