An Outside-Inside Motivation Determines College Students' Online Shopping Behaviors

被引：0
作者：
Chen, Ching-Chou [1 ]
Lin, Chenju [2 ]
机构：
[1] Dhurakij Pundit Univ, Bangkok, Thailand
[2] Tzu Chi Univ, Hualien, Thailand
来源：
INTERNATIONAL JOURNAL OF MARKETING COMMUNICATION AND NEW MEDIA | 2023年 / 11卷 / 20期
关键词：
Online shopping; self-determination; extrinsic motivation; intrinsic motivation; word of mouth; EXPERIENCE; STORE;
D O I：
10.54663/2182-9306.2023.v11.n20.101-120
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
The current study explored how college students' self-determined behaviors of autonomously using cutting-edge interfaces are driven by individuals' extrinsic or intrinsic motivations toward online shopping. Interviewer-mediated surveys were implemented to collect primary data from a sample of college students with at least three years of online purchasing experience. We successfully recruited 330 informants to complete two-staged questionnaires involving a simulated context of B2C e-commerce purchase behaviors. Our findings suggested that online shoppers' extrinsic-motivated (reach) easiness of accessibility is associated with the usage of (conversion keys) promotional strategy and usage of payment media and security. Furthermore, the shoppers' consumption experience influences their intrinsic feedback behaviors, which then links to their access to specific online stores. Commercial promotions tie in with coupons and premium strategies Taiwanese college students crave.
引用
收藏
页码：101 / 120
页数：20
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