Abstract
The article analyzes the phenomenon of online shopping as a form of consumption that is rapidly developing in the transformation of modern society. The main factors of the formation of social motivational base for online shopping in the modern Ukrainian situation are examined. The classification of motivational intentions of consumers is proposed in the article. On the basis of this classification the attempt is made to build a cluster of behavioral model that actualizes the need for further theoretical and empirical research of the problem. The research is of particular importance because consumption in the diversity of its manifestations is necessary internal motivation for any social activity.
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