Research on the mechanism of self-determination for online customer participation psychology and behavior

Author

Zheng Qiu-ying ; Yao Tang ; Qiu Qi ; Cao Hua-rui

Author_Institution

Sch. of Manage., Beijing Univ. of Chinese Med., Beijing, China

fYear

2012

fDate

20-22 Sept. 2012

Firstpage

53

Lastpage

58

Abstract

One student sample experiment was designed to test the mechanism of self-determination for online shopping customer participation, and proved that website familiarity (high vs. low), website norm (high vs. low) and online customer participation motivation (autonomous vs. controlled) were the effective factors triggering the mechanism of self-determination and online customer participation. The results showed that in the case of customer-led autonomous participation motivation, the websites with high familiarity help to meet the online customer self-determination demand and promote participation behaviors. Moreover, the implications for marketing theory and website practice are also originated from the results.

Keywords

Web sites; customer relationship management; psychology; retail data processing; autonomous online customer participation motivation; controlled online customer participation motivation; high-Web site familiarity; high-Web site norm; low-Web site familiarity; low-Web site norm; marketing theory; online customer self-determination demand; online shopping customer participation behavior; online shopping customer participation psychology; Business; Context; Economics; Educational institutions; Humans; Internet; Psychology; autonomous motivation; controlled motivation; online customer participation; self-determination; website familiarity; website happiness;

fLanguage

English

Publisher

ieee

Conference_Titel

Management Science and Engineering (ICMSE), 2012 International Conference on

Conference_Location

Dallas, TX

ISSN

2155-1847

Print_ISBN

978-1-4673-3015-2

Type

conf

DOI

10.1109/ICMSE.2012.6414160

Filename

6414160