| Along with the rapid development of Internet and E-commerce, more and more people begin to shop online. China's online retail market shows great opportunities and potential. However, some latent problems are also exposed gradually. In spite of the increasing number of online shoppers, the proportion in the total Internet users is still very low. The online retail market is so competitive that one must fully understand online shoppers'psychological motivation if one wants to excel from other competitors. However, researches stressing the motivation of online shopper and utilitarian or hedonic values of online shopping are few. In this paper, we explore online shoppers'motivation from utilitarian and hedonic perspective. We build online shoppers'motivation model based on previous literatures. Two factors—product category and customer characteristics are introduced into the model, and their impact on online shopping motivation are explored. Last but not least, a questionnaire was conducted to get empirical data. Factor analysis, One-way ANOVA, Structural Equation Model are employed to analyze the data.The result indicates that four utilitarian values including cheap, convenience, information availability and lack of sociality can significantly affect online shoppers'utilitarian motivation. Correspondingly, four hedonic values including exploration, entertainment, fashion, authority and freedom can significantly affect online shoppers'hedonic motivations. Besides, we found that hedonic motivations can affect online shoppers'search intention, but have no direct impact on shoppers'purchase intention. Utilitarian motivation can influence both search intention and purchase intention. Also, it turns out that product category and consumer characteristics could affect the model. The conclusion in this research can provide a new angle to understand online shoppers'behavior, and offer some useful advices for online shopping websites to improve market effect. |
PDF Full Text Request