کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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351789 | 618478 | 2011 | 6 صفحه PDF | دانلود رایگان |
Different from past online shopping research which focuses on exploring the cognitive and attitudinal aspects of online consumption behaviors, this study focuses on examining how online shopping motivation and product type affect the searching and spending behavior in an online website. In particular, the interactive effect between online shopping motivation and product type are explored in the study. A 2 × 2 between-subjects factorial experiment with two shopping motivations (i.e., goal-oriented and experiential) and two product types (i.e., hedonic and utilitarian product) was conducted. In addition to the main effects of online shopping motivation and product type, the results show that there is an interactive effect between online shopping motivation and product type on budget control. Participants conducted the loosest budget control when purchasing hedonic products in a goal-oriented online shopping trip because the shopping motivation provides a good justification for online shoppers to purchase hedonic goods without guilt or regret.
Journal: Computers in Human Behavior - Volume 27, Issue 1, January 2011, Pages 203–208