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The online purchasing behaviour of consumers has recently become a topic of increased interest and attention for marketers, policymakers, and researchers. However, due to its complex nature, this phenomenon is still in its infancy in many developing countries and needs to be paid more attention. Using the technology acceptance model (TAM), the purpose of this paper is to examine the role of utilitarian and hedonic shopping motivations, as well as the trust and privacy concerns of consumers in their online purchasing intentions, in a developing South Asian country: Pakistan.

Data were collected from 859 respondents through a self-administrated questionnaire using the non-probability convenience sampling technique and were analysed using the structural equation modelling.

The results of this study demonstrate that, more than hedonic values, trust, and privacy concerns, utilitarian values positively influence consumers’ attitudes to online purchasing. Consequently, consumers’ attitudes positively influence their online purchasing intentions. The findings indicate that Pakistani consumers buy online for goal-oriented reasons. Not surprisingly, they feel unsafe buying online due to concerns over trust and data privacy.

The findings of this study have various practical and managerial implications for electronic businesses in developing countries. This study serves as a guide for the development of effective online marketing and selling strategies.

This paper contributes to the existing literature on business to consumer e-commerce by identifying and empirically validating motivational factors and factors of concern using the TAM model. The extended TAM model, which integrates shopping motivations, trust, and privacy factors, can provide a solid theoretical foundation for consumers’ online purchasing behaviour in a developing country.

In recent years, the socio-economic power of local purchasing by both individuals and organisations has become of increasing interest. Despite growing recognition of social enterprises as local development actors, relatively little attention has been given to the motivations and effects of purchasing from social enterprises, particularly in regional settings. Informed by the literature on diverse economies, this paper aims to examine the patterns and motivations for purchasing from social enterprises by local citizens and organisations.

The analysis draws on an in-depth mixed-methods case study of purchasing from two social enterprises in a regional city in Victoria, Australia. Data sources included semi-structured and standing interviews, as well as sales data. Data analysis includes thematic analysis and geo-spatial mapping.

The findings suggest purchasing from social enterprises in regional settings is shaped by both typical consumption needs and ethical concerns that emphasise the place-based orientation of social enterprises’ operations and missions.

This paper extends understanding of how community economies are negotiated and configured in regional contexts. It also contributes to consumer understandings within the social enterprise literature, which to date has been surprisingly scant in unpacking how and to what end their customers’ consumption choices affect the kinds of value social enterprises are able to create.

The purpose of this paper is to explicate the psychological motivations underlying this influence as well as to provide empirical evidence of it. Individuals' consumption psychology and investment psychology have been traditionally viewed as rather separate realms. However, researchers have recently begun to imply that an individual's stock ownership in a company may positively influence his/her brand loyalty towards the company.

A survey study of 293 individual stockowners of three companies is presented.

The analysis shows that, for a large proportion of individuals, becoming a stockowner of a company leads to positive, increased motivation to exhibit brand loyalty towards the company, in terms of his/her personal purchases of the company's products. Second, the analysis shows how stock ownership often leads to increased motivation to engage in other brand‐supporting behaviors, such as positive word‐of‐mouth.

The self‐reported data used on individuals' motivations somewhat restrict the results, which can be dealt with in further research.

The findings imply opportunities for managers to benefit from the tendency of individual stockowners to engage in repeat purchasing of the company's products and word‐of‐mouth, so as to increase the sales of the company.

The paper explicates the individual psychology motivations underlying the influence of a consumer's stock ownership in a company on his/her brand loyalty towards the company – and provides empirical evidence of the motivations.

Environmental crises and resource shortage have been matters of concern worldwide particularly, as the beginning of the twenty-first century. Remanufacturing can be one of the best approaches to promoting the development of circular economy and realizing the efficient use of resources. However, research studies indicate that the general public still remains unaware of the merits of remanufactured products. Hence, investigating main motivations of consumers to purchase remanufactured products is certainly worth exploring. The purpose of this paper is to find out consumers’ key motivations to purchase remanufactured products. A new multi-attributes decision-making method based on prospect theory (PT) is conducted.

Firstly, according to the prior literature, 12 main factors that influence consumers to purchase a remanufactured product are selected. Then, the single valued triangular neutrosophic numbers and triangular neutrosophic weighted geometric averaging operator are applied to rank them. Secondly, a multi-attribute decision-making method with PT is used to evaluate the utilities of new and remanufactured products, respectively. Based on the utilities, consumers’ preferred choice between the new and remanufactured products can be elicited.

The proposed method has been applied to a real survey. The results demonstrate that the proposed method is not only capable of recognizing the consumers’ key motivations for purchasing a remanufactured product but also able to deal with the ranking of the new and remanufactured products.

The contributions of this paper are threefold. Firstly, this paper attempts to explore the main motivations that encourage consumers to purchase a remanufactured product, instead of a new one. Secondly, the proposed method is established based on PT, taking consumers’ psychological behavior into consideration, which can obtain a relatively reasonable result. Thirdly, it can enrich the remanufacturing literature, serving as a guideline for consumers when purchasing a remanufactured product. In addition, this paper can help the remanufacturers make pricing and production decisions where necessary.

Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.

A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.

Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.

The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.

The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.

This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.

Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

This study proposes and tests several social and perceptual motivations for shopping online. Using online textbook purchasing as a model, we outline predictors of online purchasing based on motivation theories drawn from traditional online consumer motivation research, social motivation theory, social influence theory and uses and gratifications theory. Our research adds a social and perceptual dimension to much of the typical online motivation research that deals with availability and cost issues. Data were collected using a pencil‐and‐paper survey of 156 students from a large Northeastern university. Findings of this study indicated that previous online purchase, positive social environment, professor support, knowledge of online retailers, and perception that needs will be met online are all predictors of online textbook purchasing. Implications for advertisers, online textbook retailers, and e‐commerce, more generally, are discussed.

The purpose of this paper is to give retailers an insight into consumers' capacity for feeling pleasure associated with specific purchase motivations across different product categories.

A hedonic regression model was estimated from data collected from shoppers in shopping malls that enabled the generation of implicit prices of each constituent purchasing motive.

Hedonic values of consumer motivations vary for different products categories. Convenience items, like bread, allow little scope for self‐congruence, whereas shampoo offers significant scope for pleasurable emotive appeals to boost consumers' status enhancement and social image. This study identified opportunities to create good feelings for the purchase of both bread and shampoos, by engaging shoppers' attention on themes relating to social referents and family values. Shopping items like apparel and specialty items like cosmetics offer prospects of titillating consumer motives of status and self‐image enhancement, respectively, by engaging them with reputable merchandise in reputable settings.

No insight was sought on the hedonic value of consumers' buying motivations of impulse purchases.

Products that are used in public (apparel) or whose consumption outcome is manifest in public (shampoos and cosmetics), have purchase motivations that are susceptible to hedonic appeals. On the other hand, only a few purchase motivations for products like bread, with limited “public face”, have some hedonic value. The results of this study inform retailers on choice of purchase motivations to direct engagement appeals in order to generate emotional excitement. Getting consumers to fantasize on themes relating to relevant purchasing motives could facilitate their purchase choice.

Targeting consumers' preferred urges is an efficient way to stimulate buying intentions.

The purpose of this paper is to explore the relationship between consumers’ purchase motivations to show support for university programs and the influence of merchandise quality cues on their purchase decision, and examine how one's affiliation with a university (official or non-official) moderates this relationship.

This research utilized a mail survey of university bookstore customers from the USA and Canada. The university, located in the USA, has an international reputation for its academic programs, its athletic teams, and its religious affiliation.

Our findings demonstrate the significance of athletic programs over academic programs and religious values in motivating purchases of licensed university merchandise.

These findings have significant implications for several stakeholders in the business of retailing licensed merchandise. In particular, university licensors and their bookstore retailers may consider managing their inventory of licensed products to reflect the greater relative importance athletic teams have in the purchase decision process.

This paper adds to our understanding of customer motivations to purchase university licensed merchandise, and the conditions when merchandise quality is a key decision driver.

Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. The ultimate goal for retailers should be shopping, not technology adoption. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase; intentions in smart stores. Specifically, the authors address the research questions: (1) What are the constituents of utilitarian motivation? (2) What are the constituents of hedonic motivation? (3) What are the factors that influence customers' purchase intentions? By answering the questions, the findings help retailers understand how to motivate customers to make purchases in smart stores.

To investigate consumer motivation and purchase intentions, the customers who made purchases in smart stores were invited to participate in the questionnaire survey. This study collected 307 data in smart retail settings. Partial least squares (PLS) software was used to assess the reliability, validity and the paths and significance of all hypotheses.

The results show that perceived ease of use directly and indirectly influences purchase intentions through utilitarian and hedonic motivations. Utilitarian motivation is a formative second-order construct comprised of merchandise price, merchandise quality, location convenience, speed of shopping and product recommendation. Hedonic motivation is a reflective second-order construct composed of control, curiosity, joy, focused immersion and temporal dissociation. The findings provide insights into the successful implementation of smart retail technology and offer retailers to better understand consumer motivation and purchase intentions in smart stores.

This study is the first to examine how consumer motivation influences purchase intentions in smart stores. This study posits and verifies the extended hedonic system acceptance model (HSAM) to explain consumer motivation for shopping in smart retail settings. This study also models the original first-order utilitarian and hedonic constructs as second-order formative and reflective constructs, respectively. Utilitarian motivation regarding functional benefits is developed based on the 5Ps of marketing and situational factors, while hedonic motivation regarding pleasant experiences is proposed based on cognitive absorption.

The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under different purchase motivations.

Three experiments are conducted. The first experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (product appeal: green vs non-green) between-subjects study; the second experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (price level: low price vs high price) × 2 (product appeal: green vs non-green) between-subjects study; and the third experiment examined buyers’ preferences of price endings regarding the purchase of green products having either utility (utilitarian) or pleasure (hedonic) motivation.

This research highlights that consumers prefer zero-ending prices for green products and pleasure motivation products, but they prefer odd endings for low-priced and utilitarian products. These results support the increased reception of round-ending prices. Accordingly, this study contributes to the literature by providing a boundary condition for odd-ending prices. Specifically, the study finds that the effect of nine-ending prices becomes weaker as the price of the product increases.

The findings of this study have practical implications for managers, as the results indicate that pricing green products and high-quality perception products using round digits and pricing low-priced and utility perception products using odd digits will increase consumers’ purchase intentions. Moreover, pricing the products using round-ending prices will reduce the perception of low quality and deter brand loyalty emanating from a low-priced/discount image of a product.

This research contributes to theoretical and practical aspects of behavioural pricing literature. This research uncovers the buyers’ distinct preferences for zero-ending prices and odd-ending prices when purchasing different products based on different motivations and varied price levels. This is the first research of its kind to explore and compare the impact of psychological pricing on green products. The study also resolves a contradiction in past literature regarding the use of nine-ending prices by providing boundary conditions.