Digital Selfhood and Emotional Patterns in Online Consumption: A Phenomenological Study of Urban Generation Z in Indonesia
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Abstract
This study explores the inner dimensions of digital consumption among urban Generation Z in Indonesia, emphasizing how online shopping is entwined with personal identity and emotional dynamics. The central research question guiding this inquiry is: “How do urban Generation Z consumers in Indonesia experience and interpret their digital purchasing behaviors in relation to identity formation and emotional regulation?” Accordingly, the objective of this study is to uncover the cultural, psychological, and social meanings embedded in their online shopping practices. Drawing on a descriptive phenomenological approach, the research captures how individuals aged 19–25 interpret their online purchasing behaviors beyond economic rationale. Based on in-depth interviews with 12 active digital consumers, the study identifies four central experiential themes: identity expression through brand and platform choice, emotional relief as a form of coping with stress, peer-driven conformity influenced by social media environments, and cognitive dissonance manifesting as post-purchase rationalization.
Unlike traditional models that frame digital buying as merely transactional, the findings illustrate a deeper, meaning-oriented landscape where shopping becomes a tool for self-affirmation and emotional regulation. Participants often perceive digital platforms not only as marketplaces but as spaces for personal narrative construction and social validation. This complex interplay between self, society, and technology reveals that digital consumption operates within psychological and symbolic realms. The study contributes to a more holistic understanding of digital consumer behavior, urging future research and policy interventions to consider the emotional and existential factors that shape consumption in the digital age.
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