Studying the Relationship between Loneliness and Shopping Channel Preferences for Online or Offline Shopping: The Case of International Students in UK Higher Education

Aisi He

doi:10.54691/a2zv2n77

Authors

Aisi He

DOI:

https://doi.org/10.54691/a2zv2n77

Keywords:

Loneliness, shopping channel preferences, compensatory consumption, approach–avoidance motivation, international students.

Abstract

Given the rising prevalence of loneliness among international students and its impact on well-being and consumption, this study investigates how distinct forms of loneliness (emotional, social, and cultural) influence international students’ preferences for online versus offline shopping channels in UK higher education, mediated by approach–avoidance motivation. A mixed-methods design was employed. Quantitative data were collected through an online questionnaire conducted with 128 international students, measuring loneliness dimensions, approach–avoidance motivations, and shopping behaviors. Data were analyzed using regression analysis and mediation models tested with bootstrapping methods. Qualitative insights were obtained from open-ended survey questions, enriching the statistical findings with contextual details. Findings reveal that loneliness is widespread in this population, with social loneliness most prevalent. Emotional and cultural loneliness were associated with stronger online shopping behaviours, mediated by online approach motivation. In contrast, social loneliness was linked to weaker online shopping behaviours, mediated by lower online avoidance motivation. This study strengthens the understanding of loneliness within compensatory consumption theory and approach–avoidance motivation theory, while also providing practical guidance for businesses and universities.

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