How the COVID-19 pandemic has increased the risk of compulsive buying behaviour and online shopping addiction for apparel purchasing in malaysia: an overview of Generation Y and Generation Z

Apparel shopping is a retail therapy practiced by different generations, including Generation Y and Generation Z. The global spread of the COVID-19 infectious disease has shifted the shopping culture from brick-and-mortar to online purchasing. Individuals with 'compulsive buying behaviour or shopping addiction' often spend out of budget to achieve social status or satisfy unmet needs such as love and affection from purchased goods. Compulsive buying among Generation Y and Generation Z is not spurred solely by the desire to possess apparel products. Relatively, sentiments of status, domination, power, and prestige are associated with the ownership of the clothes. According to the literature review, consumer purchase intentions and behaviour are influenced by advertising in numerous forms. Consumers who are constantly exposed to commercials are more likely to make unplanned purchases and tolerate compulsive spending. Thus, the most visible challenges connected with compulsive buying are financial complications and overspending as consumers are more likely to spend over their means. This study aims to explore the impact of online purchasing on the propensity to compulsive buying behaviour and online shopping addiction among Generation Y and Generation Z in Malaysia during the COVID-19 pandemic. In addition, the temptations presented by marketers and easy access to a wide range of payment methods, the financial well-being of consumers, especially the technology-oriented generation, is threatened. The obstacles and challenges become guides to visualize the future vision of the apparel retail shopping by Generation Y and Generation Z in Malaysia.