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Online Shopping Motivation and the Influence of Persuasive Strategies

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Online Shopping Motivation and the Influence of Persuasive Strategies

Rohit Gupta

Rohit Gupta "Online Shopping Motivation and the Influence of Persuasive Strategies" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-3, June 2024, pp.56-62, URL: https://www.ijtsrd.com/papers/ijtsrd64825.pdf

Persuasive techniques are frequently utilized in online platforms like e-commerce to sway people's attitudes and behaviors in a non-coercive manner. Recent studies highlight the importance of tailoring these strategies to specific groups of individuals for enhanced effectiveness. In our research, we propose customizing six common influence strategies—scarcity, authority, consensus, liking, reciprocity, and commitment—based on the online shopping motivations of consumers. Through a study involving 226 online shoppers and employing Partial Least Squares-Structural Equation Modeling (PLS-SEM), we developed a research model to explore how these strategies can be personalized according to shoppers' motivations. Our findings reveal that different strategies wield varying degrees of influence depending on the shopper's motivation. For instance, shoppers categorized as "Balanced buyers," who typically plan their purchases and seek information online, are particularly responsive to the commitment strategy. Conversely, "Convenience shoppers," motivated by the ease of online shopping, show a stronger response to scarcity tactics. Meanwhile, "Store-oriented shoppers," driven by social interaction and immediate possession, are most swayed by consensus strategies. Lastly, "Variety seekers," drawn to online shopping for its wide array of products and brands, exhibit a greater susceptibility to authority-based approaches.

persuasion, shopping motivation, Online shopping, shopper typology, persuasive strategies

Volume-8 | Issue-3, June 2024
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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