Economic Demand Formation Motives in Online-Shopping

The study of online shopping motives becomes more important because of the increasing number of online shops and the fast-growing size of the online retail market. This makes a significant impact on the consumer experience and changes the behaviour of people, profit, and the use of the distribution channels. The novelty of this research is based on the development of the classification model, which explores economic demand formation motives perceived by sellers in online shopping. It consists of: deliberate, reasonable-price shopping model, clear and easy, lower-price shopping model, fast, easy shopping model, fast and informed, reasonable-price shopping model, fast, low-price shopping model, clear and easy shopping model, clear, lower-price shopping model, and cheap and simple shopping model. These models are developed based on the interdependence of the following created latent models: demand inclination and growth interferences model, demand emergence stimulation model, and demand growth acceleration and growth incentives model. The study of online shopping economic motives perceived by the sellers has revealed that it is the multidimensional structure, which is essentially based on the understanding of the added value of shopping. This value usually depends on a set of factors that reduce the shopping attractiveness and, vice versa, induce it. For this study, the survey was used, and the experts representing top e-commerce managers and owners were selected. The five categories empirically defining the economic demand motives were extracted. Additionally, three categories that are unexplored empirically also were extracted due to a limited number of possible categories. The complete eight-category model fully describes the internationally relevant models of an e-commerce business.