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

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.