Perilaku Shopaholic sebagai Tantangan Global dalam Perspektif Teori Difusi Inovasi

Abstract

The phenomenon of shopaholic behavior, or compulsive buying, has emerged as a growing
global challenge in the digital era. Advances in information technology, the convenience of
online shopping, and constant exposure to social media have accelerated the diffusion of
consumerist lifestyles across cultures and generations. This study aims to analyze shopaholic
behavior through the lens of Diffusion of Innovation Theory developed by Everett M. Rogers
(2003). Using a qualitative approach based on literature review, the article explores how
technological innovations are rapidly diffused within global society and contribute to the
normalization of excessive consumption behavior. The findings indicate that the innovation
adoption process, through adopter categories (from innovators to laggards), strengthens
compulsive buying tendencies, especially among young users and those with low financial
literacy. Therefore, mitigation efforts must include consumer education, digital platform
regulation, and the promotion of mindful consumption values through the same diffusion
channels. This study recommends cross-sector collaboration to address the negative impacts
of innovation diffusion on global consumer behavior.