Customer Motivation Research Articles

Antecedents of Customer Participation on Sharing Platforms: A Meta‐analysis

AbstractGiven the substantive influence of the digital revolution on the sharing economy, it is timely and relevant to ask why some sharing platforms (e.g. Airbnb and Uber) achieve significant success while others fail. To determine which factors encourage customers to participate in sharing goods and services on sharing platforms, and when they do so, this study conducts a meta‐analysis of empirical findings from 192 independent samples, extracted from 167 studies involving 171,344 customers. As the results clarify, customer‐related factors (customer motives, customer competence, customer satisfaction and subjective norms) are key antecedents. However, platform‐related factors (service quality of the platform, trust in the platform, performance expectancy and effort expectancy) and service‐provider‐related factors (service quality of the provider, trust in the provider and provider gender) also exert meaningful effects. To assess the generalizability of these antecedents, the meta‐analysis includes contextual moderators, namely customer type (previous provider experience), provider type (private/professional supply), platform characteristics (rivalry on the platform, prestige of ownership and services/goods) and exchange type (for‐profit/non‐profit and ownership transfer). The findings advance the literature on the sharing economy and provide specific guidance for platform managers about when to focus on certain antecedents.

Analisis Motivasi Pelanggan dalam Membentuk Minat Beli Produk Melalui Fitur Shopee Live

This research aims to analyze customer motivation in shaping product purchase intention through the Shopee Live feature. The method used in this research is descriptive qualitative, with data collected through Focus Group Discussion (FGD). The informants in this research are Shopee Live customers aged 20-25 years old who live in Jakarta. Other methods used include Shopee Live platform observation and literature studies. The result of this research identifies four main customer motivations in shaping product purchases. First, the ease of transaction processes in establishing new relationships between sellers and buyers through e-commerce features. Second, product, price, and service factors that motivate customer to make purchases. Third, purchase satisfaction is achieved by fulfilling needs according to the customer’s personality, perception, and attitude. Fourth, communication that attracts attention to social commerce content can increase the desire to purchase.

Leveraging gamification for tourism marketing activities: Toward a comprehensive conceptual model

Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the individual motivational drivers for adopting gamification in the context of tourism services. We employed a combination of partial least squares—structural equation modeling and fuzzy set qualitative comparative analysis on the data gathered from 680 users of various online travel agencies. Our findings show that individual motivational dimensions of uses and gratifications significantly influence perceived usefulness and ease of use in gamified marketing activities. Our analysis demonstrates five configurations leading to a high level of adoption of gamified marketing activities. This study extends the use of gamification in the tourism industry, offering insights into enhancing customer motivations for adopting and effectively utilizing game mechanics and dynamics in marketing activities. Furthermore, through a novel framework, this study advances the uses and gratification theory at the intersection of gamification research and tourism literature.

Motivation's Influence on Credit Decisions: Unveiling the Moderating Effect of Brand Awareness in PT Bank Syariah Indonesia Tebing Tinggi Branch

The number of MSMEs in Indonesia is very large, but the portion of credit financing to MSMEs is still very small when compared to the percentage of the number of MSMEs. Therefore, this study aims to analyze the effect of MSME customer motivation on credit decisions at PT Bank Syariah Indonesia through brand awareness as a moderating variable. This research is a quantitative descriptive study conducted on 250 MSME customers of PT Bank Syariah Indonesia, who have credit with current status and are willing to be respondents. Sampling method with accidental sampling. This study uses primary data collected by questionnaires distributed to respondents. Respondents' perceptions were measured using a Likert scale. Research with SEM model, data processing with PLS 3.0 smart software. The results showed that motivation and brand awareness has a significant effect on MSME customer credit decisions at PT Bank Syariah Indonesia Tebing Tinggi branch. Brand awareness can be a moderating variable in the influence of motivation on credit decisions of MSME customers of PT Bank Syariah Indonesia Tebing Tinggi Branch. The implication of this research is targeting the policy of increasing Islamic bank credit financing that is oriented towards brand awareness.

Turning Customers into Citizens: The Impact of Online Experiential Value on Customer Citizenship Behaviour

This research aims to understand customer motivations to display customer citizenship behaviour in the emerging market setting of Egypt. It develops and empirically tests the multidimensional perspective of online experiential value (grounded in the theory of consumption value) and customer citizenship behaviour to determine customer motivations to become company citizens on social media brand pages. Using an online self-administered survey, 294 responses were collected. Data were analyzed using structural equation modelling to achieve the research objectives. Findings confirm there is a positive and significant relationship between online experiential value and customer citizenship behaviour on social media brand pages. This research contributes to the literature by providing an understanding of how to employ the online experiential value dimensions to drive customer citizenship behaviour. The findings of this research will help marketers build effective social media marketing strategies where they provide customers with the five essential components of online experiential value necessary to establish customer citizenship behaviour.

Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention

The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.

What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes across intrinsic and extrinsic motives that shape overall motivation for social media engagement with luxury brands. Findings from the netnographic analysis provide empirical insights into customer motivations, which inform the development of hypotheses tested through quantitative analysis. The results highlight the roles of intrinsic motivations, such as entertainment, authenticity, gratitude, experience sharing, nostalgia, aesthetics, and lifestyle inspiration. Further, extrinsic motivations such as social support, utilitarian rewards, and social status seeking are revealed to influence customers' attitudes and behaviors toward luxury brands on social media. The findings regarding the necessary condition and importance-performance matrix analyses provide additional nuanced insights into the necessity and importance of intrinsic and extrinsic motivations for active and passive engagement on social media by customers. The study also clarifies the moderating effects of customers’ value for money orientation and brand identification on the relationship between overall motivation and engagement behaviors. The findings provide a granular understanding of luxury customer behavior on social media, offering valuable insights for luxury brand managers aiming to foster stronger customer–brand relationships.

Are you a hedonistic or utilitarian? Understanding the role of consumer mood in the relationship between e-commerce attributes and customer motivations

Purpose: This study aims to determine the factors influencing consumer motivation (hedonistic or utilitarian) which ultimately affects consumer impulsivity in shopping.
 Design/Methodology/Approach: This study uses a survey method in the form of a questionnaire to collect data. The study has six variables which are represented by various indicators. Variable measurements were carried out using a Likert-six scale. The collected data was tested for validity and reliability and then put into hypothesis testing using SEM with the help of Amos 24.0.
 Finding: The sample of respondents consisted of 410 students from Universitas Negeri Jakarta. After processing the data, we concluded that e-commerce attributes influence consumer motivation in shopping both utilitarian and hedonistic. The relationship between website personality, store motivating actions and utilitarian customers is not influenced only by mood. Utilitarian consumers will focus more on the promotions and website quality than on their emotional state.
 Conclusion: External factors completely influence consumer motivation for online impulsive shopping. Meanwhile, the utilitarian consumer type is not completely influenced by internal factors.
 Research Limitation: Only a few variables were examined in this study in order to allow for the testing of additional variables and their potential impact on consumer impulsivity in further research. In addition, this study only took a sample of students aged 18-30 years. The scope of respondents can be expanded not only to Generation Z but to other types of professions with an older age (up to 45 years) because there is a greater possibility of impulsive shopping for consumers who are already working and adults.

What Motivates People to Use Digital Transactions? The Dynamics of Subjective Norms, Perceived Behavior Control, Trust and Attitude

The advancement of financial technologies has led customers to use digital transactions more and more with the passage of time. With this issue, the share of physical transactions based on cash and coins is decreasing, and more and more people are moving away from traditional payment methods to digital transaction methods. Thus, this study tends to foreground the factors impacting customer’s intention to use digital transactions. This research foregrounds on grasp the control of subjective norms, trust, behavior control, and attitude on the customer’s digital transaction intention. The population of the study was made up of customers and people using electronic transactions on a daily basis. The study adopted a quantitative approach, for which four hundred and four responses were collected through the online questionnaire, and the responses were analyzed using PLS-SEM model approach with Smart PLS 4.0. The exploration of the data concludes that there is a critical positive relation between attitude, perceived behavior control, and usage intention, whereas no significant relation among subjective norms, trust, and usage intention for digital transactions. The implications of this study would benefit to the businessmen, customers, industrialists and organizational leaders to understand the motivation of customers in the trend of digital transaction.

Desire for exploration beats price: an empirical study on customer motives for using digital monetary food sharing platforms

Desire for exploration beats price: an empirical study on customer motives for using digital monetary food sharing platforms

Duty Bearers and Care Seekers

Health care systems and businesses have a common format of service delivery to the customer. Both internal and external customers are there and the difference is in the urgency, degree of continuity of care, and sensitivity of issues. Motivation of internal customers and satisfaction of external customers are the key elements of success. The service system is described as a Four-block service system.

The effect of learning and memory on brand equity and it’s implications on financing decisions for pt bsi msme customers in the maqasid syariah perspective

The study involved 300 MSME customers of PT BSM in North Sumatra, aiming to investigate the impact of learning and memory on financing decisions, with brand equity as a mediating variable. The study also incorporates the Maqasid Shariah perspective. This research adopts a quantitative descriptive approach, employing quota sampling techniques for sample selection and utilizing primary data collected through questionnaires distributed directly to respondents. Respondents' perceptions are measured using Likert scales. The research method utilizes the Structural Equation Modeling (SEM) approach, with a significance level of 5%. Data processing is conducted using Smart PLS 3.0 software, and references are managed through the Mendeley 7th edition program. The findings reveal that customer motivation affects financing decisions in PT BSM's micro-financing. Customer perception does not affect financing decisions in PT BSM's micro-financing. Customer learning does not affect financing decisions in PT BSM's micro-financing. Customer memory does not affect financing decisions in PT BSM's micro-financing. Customer motivation does not affect brand equity. Customer perception affects brand equity. Customer learning affects brand equity. Customer memory affects brand equity. PT BSM's brand equity influences microfinance decisions. Brand equity mediates the influence between customer psychology on microfinance decisions at PT BSM in North Sumatra. The implications of this study encourage PT BSM to enhance awareness of Shariah banking services, emphasizing the importance of Shariah banks in achieving Maqasid Shariah

Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels

This paper examines valuable main predictors of the so-called green consumption and drivers of consumers' capabilities to pay more for eco-green accommodation services across seven countries, utilizing a sample of 5270 consumers. SEM approach was utilised in assessing the significant of model's relations and research constructs. The main findings revealed that subjective norm, perceived consumer's effectiveness, personal moral norm, environmental concerns, extraversion, agreeableness, attitudes, and intentions are main motivations of customers' capable to pay more across countries. Moreover, results showed that the idiom term “one-size-fits-all” technique is inadequate for accounting diversity for different customers in different nations. A multigroup investigation highlighted considerably various results and associations, in what way subjective norm, perceived consumers effectiveness, environmental concerns, agreeableness, attitudes, and intentions influence purchasers of green hotels products to pay more across countries. The implications of the current research for practice have great values for hotels and rural accommodations in addition to other tourism businesses in action maximize different green policies and efforts to encourage enviro-green responsible purchasing decisions.

CRAVING LOYALTY: EXAMINING THE INFLUENCE OF LOYALTY PROGRAMS ON CUSTOMER RETENTION IN SOUTH AFRICA’S FAST-FOOD LANDSCAPE

This study investigates the dynamics of customer loyalty within South African fast-food restaurants, focusing on the influence of loyalty programs on customer retention. The background highlights the rapid growth of the South African fast-food industry and the need for a nuanced understanding of customer behavior in this context. Employing a quantitative methods approach employed a cross-sectional design; the methodology includes a comprehensive situational analysis and addresses three research questions: customer motivations for loyalty program participation, factors beyond loyalty programs affecting retention, and the impact of existing loyalty programs on retention. Findings reveal that emotional connections, trustworthiness, and perceived value are key motivators for program participation. Beyond loyalty initiatives, service quality, menu variety, and overall customer experience significantly impact retention. Loyalty program metrics, including participation rates and reward perceived value, play a crucial role in customer loyalty. The study concludes that businesses should tailor loyalty programs to local preferences, adopt a holistic approach to customer retention, and optimize program metrics. The practical implications emphasize the need for clear communication and cultural sensitivity. This research contributes to the academic literature by addressing gaps specific to the South African context and provides actionable insights for businesses aiming to enhance customer loyalty in this dynamic and competitive market.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0013/a.php" alt="Hit counter" /></p>

Potential Customer Analysis Based on Gender, Age, Retention, Motivation Using K-Means and Octalysis Gamification Approach

This study aims to analyze the role of gender, age, retention, and motivation on the high and low opportunities of potential customers using the K-means clustering approach and gamification octalysis. This research resulted in several new knowledge contributions. Female customers are the most potential customers in a retail company. On the other hand, male customers are the least potential customers. The motivation to buy is relatively high across all genders and ages, as evidenced by the average "core drive" score, which tends to be high in the customer cluster segment with various age groups. The amount of customer motivation to buy products does not affect purchase retention, which several factors outside this study can cause. Based on customer expectation and customer impression data, low-price offers and product discount offers are dominantly in demand by customers, and this is also in line with the core drive "development" and "scarcity" scores which tend to be high. The age maturity of customers is directly proportional to purchase retention, and this is entirely rational when considering the buying ability of customers where the more mature age group has a higher purchasing power.

Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-making process in this context. Addressing this gap, we adopt the Elaboration Likelihood Model (ELM) of persuasion to examine how live-streaming influences customers’ engagement and impulse buying behavior, as moderated by their deal proneness. To explore these issues, we analyzed data collected from 735 Millennials in China using partial least squares structural equation modeling (PLS-SEM). The findings show that factors characterizing the ELM-informed central (i.e., product information quality, streamer interaction quality, and streamer credibility) and peripheral (i.e., review consistency) routes exert positive effects on customer engagement and impulse buying. Moreover, deal proneness was found to moderate the relationship between engagement and impulse buying. The findings offer valuable insight for e-tailers seeking to encourage impulsive buying among millennial shoppers. Specifically, they highlight the role of central- and peripheral route factors in promoting customer engagement and impulsive buying, with the effect of customer engagement on impulsive buying being contingent on deal proneness-based differences among millennial shoppers.

The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City

Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term.

Secondary sneaker market: Investigating the motives, activities, resources and capabilities of the triadic framework

PurposeThe purpose of this study was to investigate the elements of the triadic framework (e.g. consumer motives, activities, resources and capabilities) and their influence on consumer attitudes and the theory of reasoned action (TRA) elements of subjective norms and eventual purchase intention of secondary sneakers.Design/methodology/approachThe framework draws from two models, the triadic framework for collaborative consumption and the TRA. Data was collected using an online survey, which consisted of demographic questions and reliable scales. The hypothesized relationships were tested through structural equation modeling.FindingsThe findings indicate that reducing risks and the customer activity of providing information was significant in influencing consumers' attitudes. However, the customer motives of economic and environmental as well as technical skills were not significant in influencing attitudes.Practical implicationsThis study attempts to inform secondary and full-priced retailers offering used products strategies to provide the best experience to millennial and generation Z consumers to ensure they can attract and retain them.Originality/valueIt can be stated with a high degree of certainty that sneaker resale remains one of the most permanent trends in the market today with sneaker resale is significantly outperforming the broader ecommerce ecosystem suggesting more research into the motivations of secondary sneaker consumption.

How gamifying AI shapes customer motivation, engagement, and purchase behavior

AbstractRecently, firms started to gamify conversational artificial intelligence (AI) agents, such as chatbots, to improve purchase outcomes. This article explores strategies for incorporating gamification into AI systems by investigating the impact of utilitarian and hedonic motivations facilitated by gamified chatbots on various dimensions of customer engagement (cognitive, emotional, and behavioral), as well as the subsequent effects of these dimensions on customers' purchase behavior. By conducting one cross‐sectional and two experimental studies involving real interactions with gamified chatbots, this research identifies two crucial paths that warrant attention: an optimal path from hedonic motivation to behavioral engagement, resulting in enhanced purchase, and a detrimental path from utilitarian motivation to emotional engagement, which reduces purchase. Furthermore, the research compares the effects of two types of gamified chatbots and reveals that a game‐of‐chance‐based chatbot, as opposed to a knowledge‐sharing gamified chatbot, aligns with the optimal path, leading to higher purchasing while at the same time avoiding that customers feel obligated to play the game. Based on these findings, the article provides actionable insights for eliciting favorable psychological and behavioral responses through gamified AI interactions.

Innovating With the Customer: Co-Creation Motives in Online Communities

ABSTRACT This study identifies and classifies the motivations and benefits consumers gain from participating in co-creation activities in online communities by conducting a systematic literature review and developing a taxonomy. The taxonomy provides an overview of customer motivations to co-create in online communities by categorizing the motivations according to their nature (entirely extrinsic, internalized extrinsic, and intrinsic), and their connection to the individual, innovative community, and firm. Based on the uses and gratifications (U&G) framework of benefits (cognitive/learning, hedonic, personal integrative, and social integrative benefits), the taxonomy also identifies the relationships between extrinsic and intrinsic motivations within each benefit category, thus gaining a better understanding of the psychological needs behind the co-creators’ motivations. For instance, an example of a community-related intrinsic motivation that provides a social integrative benefit is altruism. Community members who are motivated by altruism show care, attention, and help toward the co-creation project and the community. Companies can create encouragement in supporting others’ contributions that will help to stimulate new submissions. Another case is that an example of an internalized self-extrinsic motivation which is related to instrumental benefit is user need. Community members who are motivated by the satisfaction that arises from improving current product- and service-related issues propose solutions and new ideas to those issues as they seek a practical benefit for their personal needs. Companies can invite these community members for a brainstorm with their representatives such as product owners or program managers to provide inspiration for improvements.