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Online Consumption Motivations: An Integrated Theoretical Delimitation and Refinement Based on Qualitative Analyses

In: Handbook of Strategic e-Business Management

Author

Listed:
  • Francisco J. Martínez-López

    (University of Granada; and Open University of Catalonia)

  • Cintia Pla-García

    (Open University of Catalonia)

  • Juan Carlos Gázquez-Abad

    (University of Almería)

  • Inma Rodríguez-Ardura

    (Open University of Catalonia)

Abstract

The importance of the Web is growing due to its capacity to provide information, goods and services, and thanks to its capacity to increase the value proposition for consumers. Using online platforms and strategies, companies may provide various benefits, utilitarian and hedonic, which consumers can seek out by means of online consumption processes. The fundamental objective of this paper is to realize an approximation and detailed theoretical delimitationof the structure of motivations associated with online consumption; until now there have only been partial or incomplete contributions in this respect. To this end, an exhaustive literature review was conducted and an initial theoretical proposal was developed, followed by a qualitative study phase aimed at refining said proposal. The dimensions finally arrived at are ten utilitarian motivation categories and eleven hedonic motivation categories. Finally, diverse concluding remarks are presented for academics and practitioners. The most noteworthy research opportunity derived from this study is the evaluation and validation of this motivational structure using confirmatory analyses.

Suggested Citation

  • Francisco J. Martínez-López & Cintia Pla-García & Juan Carlos Gázquez-Abad & Inma Rodríguez-Ardura, 2014. "Online Consumption Motivations: An Integrated Theoretical Delimitation and Refinement Based on Qualitative Analyses," Progress in IS, in: Francisco J. Martínez-López (ed.), Handbook of Strategic e-Business Management, edition 127, pages 347-370, Springer.
    • Handle: RePEc:spr:prochp:978-3-642-39747-9_16
    DOI: 10.1007/978-3-642-39747-9_16
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