采购
产品(数学)
产品类型
广告
后悔
消费(社会学)
控制(管理)
心理学
情感(语言学)
营销
业务
计算机科学
数学
社会科学
沟通
几何学
机器学习
社会学
人工智能
程序设计语言
作者
Jyh‐Shen Chiou,Chien-Chien Ting
标识
DOI:10.1016/j.chb.2010.07.037
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI