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Journal of Competitiveness

Motivation of Online Buyer Behavior

Svatošová Veronika

E-business, E-commerce, Internet, Marketing, Marketing Research, Maslow’s Hierarchy of Needs, Motivation, Online Buyer Behavior

Buyer behavior of consumers plays one of the key roles in fulfillment of the main goals of a company. It is influenced by many external and internal factors but the company can also influence the final process of buyer decision-making process significantly by its activities. The subject matter of this article is an analysis of the features of online buyer behavior compared to the general regularities of buyer behavior, definition of the main motives of online shopping, and description of the current trends. The article uses the basic terminology of this subject and current bibliography as well as other resources. Theoretical knowledge is based on historic directions of Maslow’s theory of motivation where it is possible to find the basis for a buyer behavior analysis. The article is also based on the formerly carried out questionnaire survey which examines the motives and experience of the respondents with online shopping. By means of the independence test it is verified whether there is a relation between the age of respondents and motivation for online shopping. Subsequently, the survey carried out in person is compared with other relevant research solutions.

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Svatošová V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5 (3), 14-30 https://doi.org/10.7441/joc.2013.03.02

Journal of Competitiveness


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ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)

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