Extrinsic versus intrinsic motivations for consumers to shop on-lineppt外在与内在动机的消费者购物lineppt.pptVIP

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Extrinsic versus intrinsic motivations for consumers to shop on-lineppt外在与内在动机的消费者购物lineppt.ppt

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Extrinsic versus intrinsic motivations for consumers to shop on-lineppt外在与内在动机的消费者购物lineppt

2009/05/26 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. 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 on-line shopping--convenience, a broader selection of products, competitive pricing, greater access to information, and lower search cost Extrinsic, intrinsic, social influence 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 Research model Methodology 14 for cognitive absorption (CA) 12 item for perceived ease of use (PEOU) 6 for perceived usefulness (PU) 5 for fashion involvement (FI) 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 Measurement model Structural model Model comparisons Logistic regression 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 invo