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The Role of Hedonic Motivations in Online Consumer

The Role of Hedonic Motivations in Online Consumer

05/03/2020

In online market environment, perceived enjoyment of online shopping can play an important role on consumer behavior and decision making process. Making online shopping as an enjoyable experience can generate reliable value for both consumers and online retailers. Here are four tips for make online shopping as an enjoyable experience:

  • Create a total fun and interesting experience for the consumer. This is a priority as it is the key motivation for most consumers. These include providing rich related information and details of the latest trends, the latest products must be in stock and available to purchase and the overall the shopping experience must be exciting and fun. In addition, the shopping and browsing process must be easy to use, thus offering a totally enjoyable experience.
  • Provide special gifts and/or coupons for online shoppers. There are many ways to affect consumer perceived enjoyment of online shopping. Online retailers can provide special gifts and/or coupons for online consumers; they also may encourage purchase via promotions and grouping items together on lists to encourage multiple purchases and outfits.
  • Create the website attractive and easy to use. Overall, the website with useful contents and ability of easily and quickly finding information could bring consumers pleasing mood. In contrast, consumers will not continue visiting a web site when they experience the layout of a web site is inconvenient and poor. An e-commerce website must be functional, informative, employ simple navigation (ease of use), use redundant navigation, make it easy for consumers to purchase, and feature multi-browser functionality, simple and attractive graphics, and legible text.
  • Offer benefits not offered in physical stores. Shopping for stimulation, adventure, and the feeling of being in another world can be a motivation for online consumer. In this case, online retailers can offer some special benefits based on online environment that are not available in physical stores. For example, the aural and visual (e.g. image and video) stimuli of Amazon.com may make a buyer feel like he/she is in a virtual shopping mall and he/she may enjoy shopping in such a store atmosphere.
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