Online Shopping Motivation and the Influence of Persuasive Strategies

Persuasive techniques are frequently utilized in online platforms like e commerce to sway peoples attitudes and behaviors in a non coercive manner. Recent studies highlight the importance of tailoring these strategies to specific groups of individuals for enhanced effectiveness. In our research, we propose customizing six common influence strategies—scarcity, authority, consensus, liking, reciprocity, and commitment—based on the online shopping motivations of consumers. Through a study involving 226 online shoppers and employing Partial Least Squares Structural Equation Modeling PLS SEM , we developed a research model to explore how these strategies can be personalized according to shoppers motivations. Our findings reveal that different strategies wield varying degrees of influence depending on the shoppers motivation. For instance, shoppers categorized as Balanced buyers, who typically plan their purchases and seek information online, are particularly responsive to the commitment strategy. Conversely, Convenience shoppers, motivated by the ease of online shopping, show a stronger response to scarcity tactics. Meanwhile, Store oriented shoppers, driven by social interaction and immediate possession, are most swayed by consensus strategies. Lastly, Variety seekers, drawn to online shopping for its wide array of products and brands, exhibit a greater susceptibility to authority based approaches. Rohit Gupta "Online Shopping Motivation and the Influence of Persuasive Strategies" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-3 , June 2024, URL: https://www.ijtsrd.com/papers/ijtsrd64825.pdf Paper Url: https://www.ijtsrd.com/management/marketing/64825/online-shopping-motivation-and-the-influence-of-persuasive-strategies/rohit-gupta