How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers

Ghori, Muhammad Ashhad and Imran, Syed Monis and Pervaiz, Javeria and Aiman, Umm e Aiman (2022): How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers.

Abstract

In recent years, usage of the internet in a developing economy like Pakistan rose exponentially which also enable users to use social media and eventually buy and order anything online. The trend of marketing changed all over the country as renowned brands and businesses started to shift their respective platforms. Some faced difficulties in that while others reached new heights of accomplishments. The online market is quite different from the conventional physical market and retailer’s sales generally depend upon the buyer’s mood, attitude, and behaviors which comprises trust, purchase intent, and motivational factors. Retailers must be aware of the ongoing trends and know-how and when to post what. For the purpose of the study, the data was collected from 265 respondents and Partial Least Structural Equation Modelling (PLS-SEM) was used for the analysis. The results showed that motivational factors i.e. Social, Empowerment, and Remuneration have a significant relationship with Trust and Online Purchasing Intent. From the results, several implications can be derived for marketers, policymakers, and online retailer.

• Item Type: MPRA Paper
• Language: English
• Keywords: Social Media, Trust, Empowerment Motivation, Online Purchase Intent, Social Motivation, Developing Economy
• Subjects: A - General Economics and Teaching > A1 - General Economics > A14 - Sociology of Economics; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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