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ERIC Number: EJ885035
Record Type: Journal
Publication Date: 2010
Pages: 22
Abstractor: As Provided
ISSN: ISSN-0160-8061
The Motivating Effect of Antecedent Stimuli on the Web Shop: A Conjoint Analysis of the Impact of Antecedent Stimuli at the Point of Online Purchase
Fagerstrom, Asle
Journal of Organizational Behavior Management, v30 n2 p199-220 2010
This article introduces the concept of motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The results indicate that the concept of MO is applicable to the analysis of the motivating impact of antecedent stimuli on consumer purchase behavior. The advantage of the concept of MO is, first, that it leads to greater understanding of the complex world of contingencies operating within the consumer behavior setting online. Second, the MO account is designed specifically to facilitate intervention as it is formulated in terms of environmental stimuli that can be manipulated directly. This is important for online companies that strive to increase economic earnings from their Web shops by means of increasing customers' conversion rates. (Contains 3 tables and 6 figures.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Norway