Impact Of Informativeness Gratification Toward Consumer Emotions In Online Purchase

In Malaysia, the concept of online purchase and e-commerce directed the current researchers to assume that online shopping may be conceptualised by combining a few behavioural activities linked to the consumers’ action to make a purchase via the Internet. The activities include buying and customising goods and services, seeking recommendations, collecting information, comparing products with several sellers, or browsing for fun. The main objective of the current research is to discover and understand more on development of behavioural perspective as well as the intention of the consumers to perform the online purchase based on the informativeness gratification formation. It hopes that the current study will add the depth on this research standpoint as well as provided a better understanding among the operator of online businesses on how to attract and capture the attention of online shoppers. Even though many of us knows and recognized the proficiencies of the internet as one of the best marketing tools available for the organizations, but as at today, we still uncertain into what extent the internet will motivate the existing and targeted customers to use the platform to perform their shopping activities. Limited number of previous researches have focussed on the electronic shopper behaviour in more web-specific circumstances. The results revealed the importance of facilitating informativeness gratification of consumers’ emotion towards online purchase by constructing a shopping environment with favourable conditions. This finding implies that informativeness gratification displays a strong influence on online consumer in Malaysia.