motivation, consumer behavior, e-commerce using electronic karts.

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!