Exploring the Link Between the Filipino Deserve Ko ‘To Mindset and Online Retail Therapy

In the ever-evolving landscape of consumer behavior, where purchasing transcends mere transactions and becomes a therapeutic experience, retail therapy—a widely recognized phenomenon—demonstrates the intricate relationship between emotion and shopping. This chapter delves into online retail therapy, where a simple tap or click of a button can uplift moods and redefine the shopping experience. At its core, this chapter unravels the threads of self-regulation theory, shedding light on the influences of self-gift motivation, self-efficacy, and unplanned buying tendency on online retail therapy. Additionally, it highlights the distinct “deserve ko ‘to” (I deserve this) mindset ingrained in Filipino culture. This mindset is interpreted as self-gift motivation, reflecting the belief that individuals deserve to treat themselves. The main findings underscore the positive and significant influence of self-gift motivation, self-efficacy, and unplanned buying tendency on online retail therapy. Among these factors, self-efficacy emerged as the most influential in driving self-gratification through online shopping. This implies that individuals with higher levels of self-efficacy are more inclined to indulge in online shopping for self-gratification. Moreover, the findings show that self-gift motivation is a potent driving force and suggest that individuals who exhibit a propensity towards self-gifting, even in the absence of immediate necessity, are more likely to engage in online retail therapy. Finally, unplanned buying tendencies, such as impulsive, compulsive, and unplanned behaviors, have emerged as significant predictors, indicating an inclination towards immediate gratification through unplanned purchases. The findings presented in this chapter have implications for both theory and practice. It is recommended that marketers and retailers strategically use the influence of self-gifting and self-efficacy as core marketing messages. Moreover, they should leverage these antecedents of online retail therapy in their digital marketing initiatives, acknowledging the profound impact they can have on consumer behavior. It is also crucial to highlight avenues for future research, including expanding the scope to encompass social and economic dimensions and validating the findings across multiple and diverse settings. The intersection of technological advancements, cultural nuances, and individual motivations presents a rich landscape for further exploration and scholarly inquiry.