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How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory

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  • Wei Gao
  • Yamei Liu
  • Zhaopeng Liu
  • Jingyuan Li

Abstract

Presence has been regarded as an essential component for understanding individuals’ behaviour in online environments. Drawing upon self-determination theory (SDT), this study examines the impact of presence in online shopping markets. The conceptual model is examined with data collected from TaoBao. The findings indicate that telepresence is positively associated with consumers’ autonomy and stickiness, while social presence is positively associated with consumers’ relatedness and stickiness. Furthermore, stickiness mediates both the relationship between autonomy and purchase intention, and the relationship between relatedness and purchase intention. Having introduced a new perspective of SDT, this study explains how presence significantly influences consumers’ psychological need satisfaction, attitude and behaviour, and confirms the critical role of presence in online shopping markets.

Suggested Citation

  • Wei Gao & Yamei Liu & Zhaopeng Liu & Jingyuan Li, 2018. "How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory," Behaviour and Information Technology, Taylor & Francis Journals, vol. 37(8), pages 786-799, August.
    • Handle: RePEc:taf:tbitxx:v:37:y:2018:i:8:p:786-799
    DOI: 10.1080/0144929X.2018.1484514
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    Cited by:

    1. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.
    2. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    3. Mark Ng & Monica Law & Lubanski Lam & Celine Cui, 2023. "A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong," Electronic Commerce Research, Springer, vol. 23(3), pages 1565-1590, September.
    4. Lavoye, Virginie & Tarkiainen, Anssi & Sipilä, Jenni & Mero, Joel, 2023. "More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping," Journal of Business Research, Elsevier, vol. 169(C).
    5. Akhtar, Naeem & Ittefaq, Huma & Siddiqi, Umar Iqbal & Islam, Tahir & Hameed, Zahid & Kuzior, Aleksandra, 2024. "Zero-COVID and retail: Using multi-wave data to examine the role of perceived risk and psychological factors in shopping abandonment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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