This document discusses virtual experiences and self-determination theory as it relates to online consumer behavior. It outlines three shopping orientations, intrinsic and extrinsic motivation, and three basic psychological needs of autonomy, competence, and relatedness. While external rewards can undermine intrinsic motivation, providing choices, a sense of connection, and opportunities to gain mastery will help satisfy consumers' basic psychological needs and lead to more self-determined behaviors online. However, security, price consciousness, and other factors also influence customers.

1. Virtual Experience & Self-
Determination Theory:
Online Consumer
Behavior
By Jing Fu

2. Shopping Orientations
Convenience orientation:
Do the most purchasing in the least effort and time
Recreation orientation:
something new or unexpected
Price orientation:
cheap cheap cheap

4. Self-determination Theory
A theory of human motivation and personality: personal
inherent growth tendencies and their innate psychological
needs.
The motivation behind the choices that people make
without any external influence and interference.

5. Two motivations
Intrinsic motivation
The natural, inherent drive to seek out challenges and new
possibilities that self-determination theory associates with
cognitive and social development
Extrinsic motivation
we do something out of the reason of external rewards.

6. Basic Needs
Autonomy:
Information/accesses to information; options
Competence:
Seek to control and experience mastery

7. Negative influence from
external rewards
Intrinsically motivated behavior could be undermined by
external rewards.
Any examples from daily life?

8. Basic Needs (continued)
Relatedness:
The want to interact, be connected to, and experience caring for
others.
For instance: my Amazon, my Sephora, my ebay…
Interactive with us; more humane.

9. AUTONOMY
RELATEDNESS

10. COMPETENCE

11. Self-determined Only?
Is it enough to persuade online customers to buy your
products with information, a lot of choices, and a sense of
connection?
Security: privacy; way of paying
uncertainty

12. Customer’s consciousness
High-quality conscious
Brand conscious
Novelty-fashion conscious
Price conscious
Portability conscious
Website content conscious
Website interface conscious

13. Intervention Strategies
Gapping up the attitudes and behaviors
Emphasizing self-determined motivation for performing the
expected behavior. [e.g. monetary incentives, persuasive
communication, and convenience]
Notice:
successful in the short term.
Difficult to maintain in the long run.