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Extrinsic versus intrinsic motivations for consumers to shop on-line

Extrinsic versus intrinsic motivations for consumers 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. introduction.

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Extrinsic versus intrinsic motivations for consumers to shop on-line

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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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