消费者网络购物动机研究

Research on Consumer Online Shopping Motivations

回顾近60年来关于消费者传统购物动机和网络购物动机研究文献,梳理和分析消费者购物动机的研究脉络和主要成果。基于对经典文献的整理,从功利动机和享乐动机两大视角对消费者网络购物动机进行归纳,提出常见的消费者网络购物动机,其中功利动机主要为节约成本、便利、选择最优化、信息可用性以及减少人际接触,享乐动机主要为感官刺激、社会交往、消遣娱乐以及自由与控制。尽管功利动机是消费者网络购物的主要驱动因素,但是享乐动机对于网络购物环境越来越重要。根据研究结果对企业电子商务和网络营销管理人员提出了相关的管理建议。

This study reviews the literature on consumer traditional shopping motivations and online shopping motivations in the past 60 years, and analyzes the major research achievements of consumer shopping motivations. Based on the review of the classical literature, this study summarizes the common consumer online shopping motivations from the utilitarian and he- donic perspectives. The utilitarian motivation mainly includes cost saving, convenience, choice optimization, information availability and lack of sociality. The hedonic motivation mainly includes sensory stimulation, social affiliate, entertainment and freedom and control. Though the utilitarian motivation is the main driving factor of consumer online shopping, the he- donic motivation becomes more and more important. Finally, this study puts forward some management suggestions to e - commerce and e- marketing business management.