An Outside-Inside Motivation Determines College Students’ Online Shopping Behaviors
Abstract
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.
Keywords
Full Text:
PDFReferences
Al-Adwan, A. S., Al-Debei, M. M., & Dwivedi, Y. K. (2022). E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Technology in Society, 71, 102083.
Ali, F., Ashfaq, M., Begum, S., & Ali, A. (2020). How “Green” thinking and altruism translate into purchasing intentions for electronics products: The intrinsic-extrinsic motivation mechanism. Sustainable Production and Consumption, 24, 281-291.
Arya, V., Sethi, D., & Paul, J. (2019). Does digital footprint act as a digital asset?–Enhancing brand experience through remarketing. International Journal of Information Management, 49, 142-156.
Bagga, T., & Bhatt, M. (2013). A study of intrinsic and extrinsic factors influencing consumer buying behavior online. Asia-Pacific Journal of Management Research and Innovation, 9(1), 77-90.
Bhatt, G. D., & Emdad, A. F. (2001). An analysis of the virtual value chain in electronic commerce. Logistics Information Management,14(1/2), 78-85.
Bonnin, G. (2020). The roles of perceived risk, the attractiveness of the online store, and familiarity with AR in the influence of AR on patronage intention. Journal of Retailing and Consumer Services, 52,1-40, 101938.
Caniëls, M. C., Lenaerts, H. K., & Gelderman, C. J. (2015). Explaining the Internet usage of SMEs: The impact of market orientation, behavioral norms, motivation, and technology acceptance. Internet Research, 25(3), 358-377.
Cavaliere, L. P. L., Khan, R., Rajesh, S. S., Sundaram, S., Jainani, K., Bagale, G., ... & Regin, R. (2021). The impact of customer relationship management on customer satisfaction and retention: The mediation of service quality. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 22107-22121.
Chaffey, D. & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing, and integrating online marketing. Taylor & Francis.
Clark, E. G. (2017). Integrating Consumer Feedback into Business Marketing Strategies. Walden Dissertations and Doctoral Studies, Walden University. p120.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of Marketing Management, 22 (3-4), 407-438.
Da Costa, T., & Casais, B. (2020). Social Media and E-Commerce: A Study on Motivations for Sharing Content from E-Commerce Websites. In Managing Social Media Practices in the Digital Economy (pp. 121-149). IGI Global.
Deci, E.L., & Ryan, R.M. (2012). Self-determination theory in health care and its relations to motivational interviewing: a few comments. International Journal of Behavioral Nutrition and Physical Activity, 9(March), 1-6. doi: 10.1186/1479- 5868-9-24
Duong, X. L., & Liaw, S. Y. (2022). Determinants of online shopping addiction among Vietnamese university students. Journal of Human Behavior in the Social Environment, 32(3), 402-414.
Engel, U., Jann, B., Lynn, P., Scherpenzeel, A., & Sturgis, P. (2014). Improving Survey Methods. Routledge.
Ettis, S. A. (2017). Examining the relationships between online store atmospheric color, flow experience, and consumer behavior. Journal of Retailing and Consumer Services, 37, 43-55.
Gagne, M., & Deci, E.L. (2005). Self-determination theory and work motivation. Journal of Organizational Behavior, 26(4), 331-362. doi: 10.1002/job.322
Gupta, N., & Gupta, H. (2019, December). Promoting E-commerce Through User-generated Content. In 2019 11th International Conference on Advanced Computing (ICoAC) (pp. 302-309). IEEE.
Hidayat, R., & Hidayat, A. M. (2017). Contribution of Environment Online Store for Purchase Decision (A Case Study Online Store Hypermart—Bandung). Advanced Science Letters, 23(1), 292-294.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., Keeling, D.I., (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of Academic Marketing Science, 45, 884– 905. https://doi.org/10.1007/s11747-017-0541-x
Hwang, S. N., Lee, C., & Chen, H. J. (2005). The relationship among tourists’ involvement, place attachment, and interpretation satisfaction in Taiwan’s national parks. Tourism Management, 26(2), 143-156.
Kuswanto, H., Pratama, W. B. H., Ahmad, I. S., & Salamah, M. (2019). Analysis of students’ online shopping behaviour using a partial least squares approach: Case study of Indonesian students. Cogent Business & Management, 6 (1),1-13, 1699283.
Lestari, D. (2019). Measuring e-commerce adoption behavior among gen-Z in Jakarta, Indonesia. Economic Analysis and Policy, 64, 103-115.
Li, H., & Wen, H. (2019). How is motivation generated in collaborative consumption: Mediation effect in extrinsic and intrinsic motivation. Sustainability, 11(3), 640-653.
Markland, D., Ryan, R. M., Tobin, V. J., & Rollnick, S. (2005). Motivational interviewing and self–determination theory. Journal of social and clinical psychology, 24(6), 811-831.
Menezes, R. C. (2013). Advantages of solid brands on customer reach and customer engagement on social media marketing—unpublished master’s thesis: Erasmus Universiteit.
Moe, W. W., & Fader, P. S. (2004). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326-335.
Nemati, M., & Weber, G. (2022). Social media marketing strategies based on the CRM value chain model. International Journal of Innovation in Marketing Elements, 2(1), 12-24.
Prashar, S., & Mitra, S. K. (2020). Comparing Predictive Ability of Classifiers in Forecasting Online Buying Behaviour: An Empirical Study. In Deep Learning and Neural Networks: Concepts, Methodologies, Tools, and Applications (pp. 1279-1296). IGI Global.
Purwanto, A. (2022). What Is The Role Of Customer Behavior For Electronic E-Commerce And Modern Market Visit Intention? Journal of Information Systems and Management (JISMA), 1(6), 46-57.
Rashwan, H. H. M., Mansi, A. L. M., & Hassan, H. E. (2019). The impact of the E-CRM (expected security and convenience of website design) on E-loyalty field study on commercial banks. Journal of Business and Retail Management Research, 14(1), 106-122.
Ryan, R. M. & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. New York: Guilford Publishing.
Rosario, A. B., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48, 422-448.
Sabar, W. (2022). Prospects of E-Commerce Innovation in Increasing Student's Consumer Trust. Jurnal Pendidikan Ekonomi (JUPE), 10(2), 121-129.
Sharma, S. (2016). Classifying consumption behavior using self-determination theory. The Marketing Review, 16(4), 419-431.
Singhal, M. (2021). Customer relationship management strategy for customer retention and acquisition. Volume, 14, 1-18.
Singh, T., Malik, S., & Sarkar, D. (2016, April). E-commerce website quality assessment based on usability. In 2016 International Conference on Computing, Communication, and Automation (ICCCA) (pp. 101-105). IEEE.
Siu, N. Y. M., Zhang, T. J. F., Ho, C. K. Y., & Kwan, H. Y. (2013, May). Cultural consumption and consumer well-being: Implications from the self-determination theory. In 2013 Fifth International Conference on Service Science and Innovation (pp. 1-4). IEEE.
Viio, P., & Grönroos, C. (2014). Value-based sales process adaptation in business relationships. Industrial Marketing Management, 43(6), 1085-1095. doi:10.1016 /j.indmarman.2014.05.022
Yeo, J., Kim, S., Koh, E., Hwang, S. W., & Lipka, N. (2017) Predicting Online Purchase Conversion for Retargeting. In Proceedings of the Tenth ACM International Conference on Web Search and Data Mining, February. pp. 591-600. ACM.
Zilka, G. C. (2018). Why do children and adolescents consume so much media? An examination based on self-determination theory. Global Media Journal, 16(30), 1-10.
Zhao, S., & Wu, X. (2021). Motivations and consumption practices of fostered idol fans: a self-determination theory approach. Journal of Consumer Marketin, 38(1), 91-100.
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Chenju Lin, Ching-Chou Chen
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
Web of Science - Emerging Sources Citation Index - Clarivate Analytics
Journal Citation Reports (JCR) 2021, 2022, 2023
QUALIS CAPES - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS -
