ONLINE SHOPPING BEHAVIOR IN THE PERSPECTIVE OF MARTIN HEIDEGGER'S TECHNOLOGICAL PHILOSOPHY

This study challenges the illusion of consumer sovereignty in the digital age by diagnosing online shopping not as a convenience, but as a manifestation of Technological Framing (Gestell) that fundamentally entraps human existence. Deploying Martin Heidegger’s philosophy of technology alongside Baudrillard’s concept of the "Gizmo," researcher argue that e-commerce platforms function as engines of "Total Mobilization" and "Machination," systematically manipulating desire to transform the human subject into a mere "Standing Reserve" (Bestand) serving the gigantic machinery of digital capitalism. By analyzing compulsive buying behaviors, this research exposes how the algorithmic pursuit of "new experiences" strips objects of their essence and plunges the modern subject into an "Abandonment of Being," resulting in a state of ontological homelessness where the subject is mobilized solely to consume emptiness.