INFLUENCE OF DECISION-MAKING STYLES AND SOCIAL MEDIA USAGE ON ONLINE SHOPPING ADDICTION TENDENCIES AMONG UNDERGRADUATE STUDENTS IN THE FEDERAL UNIVERSITY OF AGRICULTURE, ABEOKUTA, OGUN STATE.
Abstract
Online shopping addiction has emerged as a behavioural concern among undergraduates,
driven by cognitive vulnerabilities and increased social media exposure which continues to
attract scholarly attention. This study investigated the influence of decision-making styles and
social media usage on online shopping addiction tendencies. Cross-sectional – survey design
was adopted. Data were generated using a combination of self-administered and online
questionnaires, which were administered to 400 undergraduate students of Federal University
of Agriculture, Abeokuta. Data were subjected to correlation, multiple regression and
independent samples t-test analyses, using Statistical Package for Social Sciences (SPSS)
version 27. Decision-making styles jointly accounted for 85.3% of variance in online
shopping addiction tendencies at R² = .853, F(5,394) = 456.07, p < .001, indicating very strong
predictive capacity. Rational decision-making style significantly reduced addiction
tendencies (β = −.430, p < .001), while dependent decision-making style strongly increased
vulnerability (β = 2.050, p < .001). Intuitive style also showed a significant protective effect (β
= −1.896, p < .001). Avoidant and spontaneous styles were not significant predictors. Social
media usage demonstrated small but statistically significant positive correlation with online
shopping addiction (r = .165, p = .001), underscoring its enabling role. Independent samples ttest revealed no significant gender differences in addiction tendencies (p > .05). These
findings suggest that maladaptive decision-making patterns, particularly dependence on
others, coupled with high social media exposure, predispose undergraduates to compulsive
online shopping. Interventions such as digital literacy programmes, financial education, and
targeted counselling are recommended to curb behavioural risk.
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