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

Ching-Chou Chen, Chenju Lin


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.


E-commerce; self-determination; college students; extrinsic motivation; intrinsic motivation; eWOM

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



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