Toward an Integrated Framework for the Study of Econsumer Buying Behaviour

. Toward an integrated framework for the study of econsumer buying behaviour

A new approach needs to be developed in the area of econsumer buying behaviour in which contextual and situational factors involved in consumers' online buying behaviour are investigated (see figure 2). At the same time, the results of econsumer buying behaviour studies in each research approach should be analysed and interpreted with regard to the connections that the results may have with other research approaches (see figure 3). Several possible ways to connect the research approaches are presented in the remainder of this section.

It is possible to make connections between motivation classification and goal-directed behaviour research approaches. Motivation is a pervasive element of the intention theories that were discussed in the goal-directed behaviour studies. Here we suggest that the motivations identified through motivation classification research efforts can be applied within the framework of goal-directed behaviour studies. One advantage of such an integration is that a theoretical framework is provided to hypothesize about and study the mechanisms through which encouraging and discouraging motivations influence consumers' online buying behaviour. Another advantage of making a connection between these two research approaches is that diverse motivations might provide alternative explanations as to how online buying intentions are generated, and thus strengthen econsumers' goal-directed behaviour theories. An explanation on how such a connection between two research approaches may work is provided in the following paragraphs.

Using the concepts of valence and expectation in expectancy–value theory (EVT) (Vroom, 1964), a possible process is suggested as to how goal selection occurs and how motivational energy is generated to help consumers attain their selected goals. According to EVT, a person's behaviour is a multiplicative function of expectancy, instrumentality, and valence. People allocate their effort to the behavioural alternative that has the highest likelihood to lead to a performance (expectancy). The selected behavioural alternative that has an outcome and a reward (instrumentality) is assumed to also have a personal value or anticipated satisfaction called a valence (Bagozzi, Bergami, and Leone, 2003).

Goal selection is a function of the subjective valence of a potential goal for a consumer. The consumer chooses his/her goal based on the judgment of the valence (positive outcome) and cost (negative outcome) of attaining a potential goal. For example, if time saving is a consumer's primary important goal, the motivation to save time emerges as the dominant motivational energy. However, very often, several motivations are involved in a goal-directed behaviour that do not necessarily serve to achieve the same goal. Here, we hypothesize that consumers would compare the valence and cost of different goals and consequently choose the more important goal. For example, if a consumer wants to buy a good quality product and at the same time wants to save money, two motivations emerge, involving the desire for a quality product and the desire to save money. However, since quality products are usually expensive, the consumer has a difficult decision to make regarding how much money to invest in such a product. Ultimately, a balance between these competing motivations would shape the purchasing goal and subsequent action.

The degree to which specific intentions are generated is moderated by various encouraging and discouraging motivations (Ajzen, 1985; Kuhl, 1984; Naylor, Pritchard, and Ilgen, 1980). As mentioned, several positive and negative outcomes are related to each goal. In this view, a consumer's final intention to execute a goal is a function of his/her evaluation of motivational forces related to the outcome of gaining that goal. If the positive motivational force (encouraging motivation) overcomes the negative motivational force (discouraging motivation), the consumer will try to attain the goal, otherwise s/he would abandon the goal. For example, a goal such as online buying has several positive and negative outcomes. Using ecommerce, a consumer can access lots of information and a variety of product choices in a limited time (encouraging motivational force). However, s/he wouldn't be able to see or touch the products during the search (discouraging motivational force). If the encouraging motivational force related to the online buying were greater than the discouraging motivational force, the consumer would plan a course of action to attain the goal, otherwise s/he would abandon the goal of online buying. It is expected that the integration of motivation classification and goal-directed research approaches, as discussed here, could provide a framework within