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Understanding Online Shopping Motivations: Extrinsic vs. Intrinsic Factors

This study explores the motivations behind consumers' online shopping behaviors, focusing on extrinsic and intrinsic factors. Results show that intrinsic motivations, such as self-determination and competence, are the primary drivers for online shopping. Perceived usefulness was not a significant factor, while perceived ease of use influenced intrinsic motivation. The study gathered data from online consumer surveys and student samples, highlighting the importance of understanding consumer motivations for successful online retail strategies.

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Understanding Online Shopping Motivations: Extrinsic vs. Intrinsic Factors

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  1. Extrinsic versus intrinsic motivations forconsumers to shop on-line R.-A. Shang, Y.-C. Chen, and L. Shen, “Extrinsic versus intrinsic motivations for consumers to shop on-line”, Information &Management, Vol. 42, 2005, pp. 401-413.

  2. introduction • The Internet has become an important channel • People increasingly use the Internet to check out company or product information but do not normally use it for direct purchasing of products • Technology Acceptance Model (TAM) need for incorporating additional factors or integrating TAM

  3. on-line shopping--convenience, a broader selection of products, competitive pricing, greater access to information, and lower search cost • Extrinsic, intrinsic, social influence

  4. Theoretical background • Technology acceptance model influence attitudes, which in turn lead to intention, and then generate behavior to use a system • Intrinsic motivations need for self-determination, the need for competence, and interest–excitement and flow • Fashion Social influence may also affect behavior

  5. Research model

  6. Methodology • 14 for cognitive absorption (CA) • 12 item for perceived ease of use (PEOU) • 6 for perceived usefulness (PU) • 5 for fashion involvement (FI)

  7. Data collection • Target potential on-line consumers a electronic mail -- computer magazine in Taiwan 495 returned 478 were complete 318 shopped on-line • Sample of students (three universities) survey after their class 750 were collected 650 were complete • Total 1128, sample 523 had shopped on-line about 46 % • 58.2% male, 62.5% aged between 15 and 25, 78.5% single, 62.6% income less than $NT20000

  8. Measurement model

  9. Structural model

  10. Model comparisons

  11. Logistic regression

  12. Discussion and implications • Intrinsic motivations were the major reason for consumers to shop on-line • Perceived usefulness was not the reason for consumers to shop on-line • Our results were consistent with this in that the effect of perceived ease of use was related to the intrinsic motivation • consumers’ fashion involvement and their intensity to shop on-line

  13. limitations • First, the theoretical dimension of cognitive absorption was not supported • Second, subjects of this study were gathered from two sources and were not sampled randomly from a specific population.

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