The Concept and Classification of Online Consumers' Purchase Motivation
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
（1） The concept of online consumers' purchase motivation
Motivation refers to the internal driving force (internal driving force) that drives individuals to carry out activities, that is, the reason that encourages individuals to act. Motivation is an internal psychological state, which is not easy to be directly observed or measured, but it can be understood and summarized according to people's long-term behavior or self statement. The purchase motive is that consumers buy and consume Marketing website construction The most direct reason and power of the commodity. The purchase motivation of online consumers refers to some internal driving forces that can make online consumers produce purchase behavior in online purchase activities. It is the initial point of online purchase process.
（2） Classification of online consumers' purchase motives
The purchase motivation of online consumers can be basically divided into two categories: demand motivation and psychological motivation. The former refers to the purchase motivation caused by people's various needs, including low-level and high-level needs; The latter is the purchase motivation caused by people's cognition, emotion, will and other psychological processes.
1. Demand motivation of online consumers
To study people's online consumption and purchase behavior, we should first study people's demand motivation for online consumption and purchase. The hierarchy of needs theory put forward by Maslow, an American psychologist, in the book "Theory of Human Motivation" published in 1943, has been widely used in the traditional marketing process. Maslow divided human needs into five levels: physiological needs, security needs, social needs, respect needs and self realization needs. Maslow's hierarchy of demand theory also has an important guiding role in the analysis of the hierarchy of online consumption demand, which can explain many purchase behaviors of consumers in the virtual society. However, there is a big difference between virtual society and real society after all. The new demand motivation of consumers in modern virtual society is mainly reflected in the following aspects:
(1) Interest. Many people in the society carry out certain activities just for the needs of interest. An analysis of netizens who swim in the virtual world shows that the reason why netizens are keen on online roaming is that they have great interest in online activities. This interest is mainly generated by two internal drivers: the first is the internal driving force of exploration. Driven by the curiosity of people to explore secrets, people constantly query down the clues provided by the network, hoping to find the results that meet their expectations, and sometimes even to the point where they cannot extricate themselves; The second is the internal driving force of success. When people find the information, software and games they need on the Internet, they will naturally have a sense of success. With the continuous strengthening of this desire for success, the degree of dependence on the network is also growing. The attraction of new knowledge and the pleasure of creative thinking enable netizens to stay on the Internet for a long time because of their internal pursuit without external promotion, praise and stimulation.
(2) Aggregation. Human beings are animals that live together. Although there are reports of people similar to Robinson, loneliness is a terrible situation for most people. Virtual society provides opportunities for people with similar experiences to gather, which is not limited by time and space, and forms meaningful personal relationships. The group gathered through the network is a very democratic group. In such a group, all members are equal, and each member has the right to express his or her own opinion independently, which makes people who are often in a tense state in the real society eager to seek relief in the virtual society.
(3) Communication. The gathered netizens naturally have a need for communication. For example, when participating in the "Cancer Forum", the participants may provide information for others for free at the beginning. When the virtual community is further expanded and a large number of drug manufacturers and distributors are added, simple information communication has become valuable information exchange. This exchange of information is beneficial to cancer patients and drug manufacturers or distributors. With the increase of the frequency of information exchange, the scope of exchange is also constantly expanding, resulting in a demonstration effect, driving members who have the same interest in certain types of products and services to gather together, forming a virtual world of commodity information transactions. In this virtual world, most of the participants are purposeful, and the issues they talk about focus on the quality of goods, the high and low prices and the amount of inventory. What they exchange is the information and experience of buying and selling, so as to occupy the market to the maximum extent, reduce production costs and improve labor productivity. The demand for information in this regard is endless. This is the fundamental reason for the rapid development of e-commerce after its emergence.
2. Psychological motivation of online consumers
The psychological motivation of consumers' purchase behavior refers to the purchase motivation caused by people's cognition, emotion, will and other psychological processes. The psychological motivation of online consumers' purchase behavior is mainly reflected in three aspects: rational motivation, emotional motivation and patronage motivation.
(1) Rational motivation. Rational motivation is mainly used for the purchase of durable consumer goods or high-end goods with high value. It is based on people's objective understanding of the goods promoted in online shopping malls. The rational purchase motivation has the characteristics of objectivity, thoroughness and control. For online consumption driven by rational purchase motivation, consumers first pay attention to the advancement, scientificity and quality of goods, and then pay attention to the economy of goods. The formation of this purchase motivation is basically controlled by reason, and is less affected by the external atmosphere.
(2) Emotional motivation. Emotional motivation is mainly used for the purchase of new products or gifts that have just been launched. It is the purchase motivation caused by people's emotions and feelings. This purchase motivation can also be divided into two forms: one is the low-level emotional purchase motivation, which is caused by love, satisfaction, happiness and curiosity, and is generally impulsive and unstable; There is also an advanced form of emotional purchase motivation, which is based on people's sense of morality, beauty and community, and is characterized by greater stability and depth. As online shopping malls provide the business of buying and selling goods in different places, it greatly promotes the formation of emotional purchase motivation.
(3) Motivation for patronage. Online consumers with patronage motivation are often loyal visitors to a site. Patronage is based on rational experience and emotion, and it is a motivation to repeatedly and habitually visit and purchase specific websites, icon advertisements and commodities with special trust and preference. The formation of patronage motivation has gone through the process of human will. In terms of its production, it may be due to the convenience of search engines, the eye-catching icon ads and the attraction of site content; Either because a well-known trademark has a considerable position and authority, or because the product quality has established a reliable reputation in the hearts of online consumers. In this way, when making purchase decisions, online consumers first set purchase goals, overcome and eliminate the attraction and interference of other products of the same level in each purchase activity, and implement purchase actions according to the purchase goals planned in advance.
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