This document discusses motivation and the self-concept in consumer behavior. It summarizes research on motivations for using online shopping carts. The research proposes that the frequency of shopping cart use depends on the intent to make a current purchase, seeking price promotions, perceived entertainment value, intent to organize items, and information-seeking behaviors. Hypotheses are presented relating these motivations to increased shopping cart use and likelihood of online buying. The results and implications suggest retailers should maintain promotions to stimulate cart use and buying, make purchasing convenient, and provide persistent carts that don't empty between sessions.

1. MOTIVATION, GOAL and the SELF
Motivation, involvement strategies and practices
Monalisa, Soumya, Prasanna

2. What is Motivation?
 MOTIVATION refers to the needs, urges, wishes or desires which initiate a
behavior
 The psychological feature that arouses a man to action toward a desired GOAL
Two general NEEDS according to Psychology:
 Biogenic needs
- Hunger, thirst, sex etc.
 Psychological needs
- Relation with others, psychological perspective

3. Psychological needs
 Affectional needs:
The need to form emotionally satisfying relations with others.
 Ego-Bolstering needs:
Need to enhance and promote ones personality
 Ego-defensive needs:
Need to protect the personality

4. The Self-Concept
Every individual associates a self image and status with himself
Motivation is influenced by comparison between self image and image of a product
 Positive self-congruity: comparison between a positive product-image
perception and a positive self-image belief
 Positive self-incongruity-comparison between a positive product-image
perception and a negative self-image belief
 Negative self-congruity-comparison between a negative product-image
perception and a negative self-image belief
 Negative self-incongruity-comparison between a negative product-image
perception and a positive self-image belief.

5. Effects

6. Motivation behind consumers’ online
shopping cart use
 On-ground shopping carts vs electronic carts
 On-ground- utilitarian, assists customers in making an immediate purchase. Eg-grocery
cart
 Electronic- virtual space on shopping websites, lets customers store and make
purchase at that shopping session
 Objective- To determine what motivates shoppers to use their online shopping
carts( beyond functional view)
 Angeline G. Close and Monika Kukar-Kinney

7. Motivation
 Utilitarian Motivation- functional benefits
 Online shopping- price promotions, purchase intent
 Hedonic Motivation- shopper’s judgment of the experience based benefits(fun
, enjoyment)
 Online shopping- gratification, adventure and value shopping
 Proposed model of study suggests that frequency of shopping cart use depends
on
 intent to make a current online purchase
 seeking of an online price promotion
 Perceived entertainment value of using the cart
 intent to organize items of interest
 information-seeking behaviors.

8. Hypotheses
 Shopping and current online purchase intent
 Intention to use his or her virtual cart as a means to purchase during current
Internet session
 H1: Current purchase intent will increase the frequency of consumers’ online
shopping cart use
 Price Promotions
 Extent to which consumers use the online shopping cart as a means of gathering
and researching information about the products of interest for a potential future
purchase
 H2: Desire to take advantage of price promotions will increase the frequency of
cart use
 Entertainment purpose
 Extent to which consumers place items in the shopping cart out of boredom, for
entertainment, or enjoyment-seeking
 H3: Entertainment purpose will increase the frequency of consumers‘ online
shopping cart use.

9. Hypotheses
 Online shopping carts as a shopping organization tool
 Extent to which consumers place items in their online shopping carts to create a
wish list of desired items, bookmark the product for a potential future purchase,
and narrow down items for further evaluation
 H4: Organizational shopping intent will increase the frequency of consumers' online
shopping cart use.
 Shopping research and information search
 extent to which consumers use the online shopping cart as a means of gathering
and researching information about the products of interest for a potential future
purchase
 H5: Research and information search intent will increase the frequency of
consumers' online shopping cart use.
 Determinants of conversion rate from online shopping to online buying
 H6: Current purchase intent will increase online buying
 H7: The online shopping cart use will increase online buying.

10. Model of Consumers Shopping Cart use

11. Results

12. Implications
 Online retailers should maintain promotion programs in place to
stimulate the consumers' online cart use and consequently, buying.
 Make it convenient for shoppers to easily place items they intend
to buy in their cart in order to enhance the conversion rate from
online shopping to online buying.
 E-tailers need to make sure that they provide their customers with
“persistent” shopping carts, or carts that do not get emptied once
the consumer leaves the website.

13. Thank you!