Determining the Factors Affecting Online Purchasing Behavior from the Perspective of Motivated Consumer Innovation: The Case of Electronic Goods Industry
DOI:
https://doi.org/10.51153/mf.v19i2.674Keywords:
Online purchase, consumer behavior, functional innovation, hedonic, socially conscious, altruism, and cognitive innovativenessAbstract
Consumer online behavior is a complex and multifaceted phenomenon. It encompasses various aspects, including how individuals interact on digital platforms, websites, and online marketplaces. Social media platforms have emerged as key influencers, shaping consumer purchasing decisions and preferences. Functional, hedonic, socially conscious, altruistic, and cognitive innovations are crucial in today's consumer landscape. They enhance consumer experiences, foster loyalty, promote responsible consumption, and encourage prosocial behavior. Moreover, they promote informed decision-making and shape the future of consumerism. We have focused on Türkiye as it significantly contributes to GDP and employment generation. The study examined the impact of functional innovation on consumer online behavior. The impact of functional innovation on consumer's skeptical, indecisive, conscious, and investigative behavior. The impact of hedonic, social, altruistic, and cognitive innovations on consumer online buying behavior. Our results support all the proposed hypotheses. The findings aligned with the past studies.References
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