Online shopping taps into the brain's natural reward system, where the anticipation of a purchse, clicking "add to cart" and the excitement of a delivery on the way all release a small burst of joy that makes it easy to place one order after the next—and now, Gen Z is turning to "dopamine shopping" sites in Korea to experience the thrill without spending money.
With rising living costs, job uncertainty and concerns about overspending, consumers are making the most of websites that offer quick stimulation, like fake food delivery sites that don't hinge on transactions. Users can browse menus, select items, place them in their cart, and some even let users follow an "order" to imagine a purchase, and make the scenario seem even more real with delivery times and star ratings.
