Self-Escapism Motivated Online Shopping Engagement: A Determinant of Users’ Online Shopping Cart Use and Buying Behavior

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-12-31 DOI:10.1080/15332861.2021.2021582

I. Mir

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引用次数: 7

Abstract

Abstract Online shopping is a well-recognized business and user activity. Moved by utilitarian and hedonic motives, millions of users visit online stores daily. Literature indicates users’ self-escapism as a crucial hedonic motivation of online shopping engagement. Yet, its influence has rarely been studied on users’ online shopping cart use and buying behavior. The current study assesses the dimensionality of users’ self-escapism motivation of online shopping engagement and its direct and mediated influence on their online shopping cart use and buying behavior. The data were gathered from 308 users of daraz.com and aliexpress.com in Pakistan using an offline survey. The findings indicate users’ self-escapism motivation of online shopping engagement as a two-dimensional construct consisting of self-suppression and self-expansion factors. Users’ self-escapism motivation of online shopping engagement directly but partially influences their online shopping cart use. The flow state and affective attitude toward online shopping play a significant mediating role during users’ online shopping engagement. In addition, users’ self-escapism motivated online shopping cart use influences their online buying behavior. The current study provides important insights about those users who engage in online shopping to regulate the self. Retailers can apply these insights to make the online stores desired spaces for such users and influence them to buy online.

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自我逃避动机的在线购物参与:用户在线购物车使用和购买行为的决定因素

网上购物是一项公认的商业和用户活动。在功利主义和享乐主义动机的驱使下，数以百万计的用户每天都会访问网上商店。文献表明，用户的自我逃避是网络购物参与的重要享乐动机。然而，它对用户在线购物车使用和购买行为的影响却很少被研究。本研究评估了用户网络购物参与自我逃避动机的维度及其对用户网络购物车使用和购买行为的直接和中介影响。这些数据是通过线下调查从巴基斯坦的daraz.com和aliexpress.com的308名用户中收集的。研究结果表明，用户网络购物参与的自我逃避动机是一个由自我压抑和自我扩张因素组成的二维结构。用户网络购物参与的自我逃避动机直接但部分地影响着用户的网络购物车使用。流动状态和情感态度在用户网络购物参与中起着显著的中介作用。此外，用户出于自我逃避的动机使用网络购物车影响了他们的网络购买行为。目前的研究为那些参与网上购物以调节自我的用户提供了重要的见解。零售商可以运用这些见解，使网上商店成为这些用户的理想空间，并影响他们在网上购物。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.