市场营销外文.pdf

Information Management 42 (2005) 401–413 Extrinsic versus intrinsic motivations for consumers to shop on-line * Rong-An Shang, Yu-Chen Chen , Lysander Shen Department of Business Administration, Soochow University, 56 Kuei-Yang Street, Sec. 1, Taipei, Taiwan, ROC Accepted 6 January 2004 Available online 2 April 2004 Abstract Previous research has usually assumed that shopping on-line is a goal-oriented activity and is motivated by extrinsic factors of the customers. On the other hand, intrinsic factors, such as entertainment, have been found to be a major reason for peoples to use the Internet. This study examined whether such intrinsic motivations can be used to explain consumers’ acceptance of on-line shopping. A theoretical model, based on the technology acceptance model, was proposed to describe the intrinsic and extrinsic motivations of consumers to shop on-line. Results of this empirical study showed that perceived usefulness is not an antecedent of on-line shopping, while fashion and a cognitive absorption experiences on the web were more important than their extrinsic factors in explaining on-line consuming behavior. Implications and limitations were discussed. # 2003 Elsevier B.V. All rights reserved. Keywords: B2C; e-Commerce; Technology acceptance model; Flow theory 1. Introduction evidence of the impact of the World Wide Web on consumer shopping behavior has still been inconclu- The Internet has become an important channel for sive [27]. compa