<![CDATA[Background: The rapid growth of e-commerce has increased online shopping in Indonesia, but excessive shopping may develop into online shopping addiction (OSA). Previous research has mainly examined OSA from psychological perspectives, while the roles of hedonic shopping motivation, marketing stimuli, and shopping frequency remain less integrated. This study examines the effect of hedonic shopping motivation on OSA and the mediating roles of exposure to marketing stimuli and online shopping frequency based on Uses and Gratifications Theory. Methods: A cross-sectional survey was conducted among adult online consumers residing on Java, Indonesia. Of 223 responses collected through an online questionnaire, 160 valid responses remained after data cleaning. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 and 5,000 bootstrap subsamples. Findings: Hedonic shopping motivation significantly and positively affected OSA. Exposure to marketing stimuli significantly mediated this relationship, as did online shopping frequency. However, sequential mediation through exposure to marketing stimuli and online shopping frequency was not significant. Conclusion: Hedonic shopping motivation contributes to OSA directly and through marketing exposure and shopping frequency. The findings highlight the importance of considering both internal motivations and external marketing stimuli in understanding problematic online shopping behavior. Novelty/Originality of this article: This study integrates hedonic shopping motivation, marketing stimuli, and online shopping frequency into a mediation model of OSA within the Uses and Gratifications Theory framework among adult online consumers in Java, Indonesia.]]>
