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This paper aims to explore the hierarchy of motivations behind Chinese young wine consumers’ wine-purchasing behavior.

This study used a random and snowball sampling technique to collect data from Chinese young wine consumers. Ultimately, 840 participants were included, representing diverse geographic regions across China. The gathered data was analyzed to explore wine customer behavior using SPSS and AMOS.

The hierarchical structure of motivations guiding young consumers’ wine consumption becomes apparent when analyzed across ascending levels: from considerations of health benefits and emotional assessments to social interactions and status symbols. These factors wield significant influence over the purchase of wines among Chinese young wine consumers. Moreover, these consumption motivations notably impact consumption behavior by mediating through consumption intentions.

This study integrates the theory of planned behavior with Maslow’s hierarchy of needs, systematically identifying four primary motivations that hierarchically influence wine consumption among Chinese young wine consumers. It empirically validates the relationships between motivations, intentions and behaviors, underscoring intentions as a mediating factor linking motivations and behaviors.

Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. The ultimate goal for retailers should be shopping, not technology adoption. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase; intentions in smart stores. Specifically, the authors address the research questions: (1) What are the constituents of utilitarian motivation? (2) What are the constituents of hedonic motivation? (3) What are the factors that influence customers' purchase intentions? By answering the questions, the findings help retailers understand how to motivate customers to make purchases in smart stores.

To investigate consumer motivation and purchase intentions, the customers who made purchases in smart stores were invited to participate in the questionnaire survey. This study collected 307 data in smart retail settings. Partial least squares (PLS) software was used to assess the reliability, validity and the paths and significance of all hypotheses.

The results show that perceived ease of use directly and indirectly influences purchase intentions through utilitarian and hedonic motivations. Utilitarian motivation is a formative second-order construct comprised of merchandise price, merchandise quality, location convenience, speed of shopping and product recommendation. Hedonic motivation is a reflective second-order construct composed of control, curiosity, joy, focused immersion and temporal dissociation. The findings provide insights into the successful implementation of smart retail technology and offer retailers to better understand consumer motivation and purchase intentions in smart stores.

This study is the first to examine how consumer motivation influences purchase intentions in smart stores. This study posits and verifies the extended hedonic system acceptance model (HSAM) to explain consumer motivation for shopping in smart retail settings. This study also models the original first-order utilitarian and hedonic constructs as second-order formative and reflective constructs, respectively. Utilitarian motivation regarding functional benefits is developed based on the 5Ps of marketing and situational factors, while hedonic motivation regarding pleasant experiences is proposed based on cognitive absorption.

This study aims to identify the consumption mechanism by which consumers’ materialism creates purchase intentions for luxury athleisure products through impression management purchase motivation and to verify the moderating effect of sustainability in this mechanism.

This study conducted a scenario-based online survey by dividing into two groups according to the sustainability of luxury brand products (non-sustainable vs sustainable). Structure equation modeling (SEM) was performed to verify the hypotheses.

The SEM results showed that materialism has a positive effect on the purchase intention of luxury athleisure products. It was also confirmed that impression management purchase motivation mediates the relationship between materialism and purchase intention. As a result of examining the moderating effect of sustainability, materialism directly affects purchase intention for unsustainable products, but only indirectly affects sustainable products through impression management purchase motivation.

This study expanded the research on luxury brands by providing the consumption mechanism of luxury athleisure considering sustainability.

Luxury brand marketers should strategically motivate consumers to purchase by activating materialistic tendencies such as ownership and display for general athleisure products and using impression management purchase motivation for sustainable products.

This study explored unresolved research areas on the consumption mechanism of luxury athleisure by identifying the mediating role of impression management purchase motivation in the relationship between materialism and luxury consumption and exploring the moderating role of sustainability.

The purpose of this paper is to explicate the psychological motivations underlying this influence as well as to provide empirical evidence of it. Individuals' consumption psychology and investment psychology have been traditionally viewed as rather separate realms. However, researchers have recently begun to imply that an individual's stock ownership in a company may positively influence his/her brand loyalty towards the company.

A survey study of 293 individual stockowners of three companies is presented.

The analysis shows that, for a large proportion of individuals, becoming a stockowner of a company leads to positive, increased motivation to exhibit brand loyalty towards the company, in terms of his/her personal purchases of the company's products. Second, the analysis shows how stock ownership often leads to increased motivation to engage in other brand‐supporting behaviors, such as positive word‐of‐mouth.

The self‐reported data used on individuals' motivations somewhat restrict the results, which can be dealt with in further research.

The findings imply opportunities for managers to benefit from the tendency of individual stockowners to engage in repeat purchasing of the company's products and word‐of‐mouth, so as to increase the sales of the company.

The paper explicates the individual psychology motivations underlying the influence of a consumer's stock ownership in a company on his/her brand loyalty towards the company – and provides empirical evidence of the motivations.

This research aims to examine the interplay between social media engagement, motivation and materialistic values on purchase intention towards luxury fashion brands among young Chinese consumers in Hong Kong. The study explores three key areas: the correlation between social media engagement and luxury purchase intention, the motivational factors that influence this relationship and the role of materialistic values within this context.

The study employs a moderated mediation analysis approach to explore these relationships. A cross-sectional online survey was completed by 226 young Chinese respondents (aged 18–35) in Hong Kong. The survey aimed to measure the participants’ engagement with luxury fashion brands’ social media (predictor), materialistic values (moderator), intention to purchase luxury items (outcome) and their motivation regulation (mediator).

The study reveals a moderated mediation model. It indicates that consumers’ autonomous motivation, specifically intrinsic and identified regulation, acts as a mediator between social media engagement and luxury purchase intention. Interestingly, social media engagement has a more profound influence on the intrinsic motivation to purchase luxury items among consumers with less materialistic values.

This study pioneers in explaining luxury purchase intention in relation to social media engagement, autonomous motivation and materialism among young Chinese consumers in Hong Kong. Further, it highlights that by engaging in social media, non-materialistic consumers’ intrinsic motivation toward purchasing luxury goods can mirror that of their materialistic counterparts.

This paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).

Information was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.

Results show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.

There are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations (utilitarian vs hedonic) on consumer preferences.

Two 2 × 2 between-subject experiments were conducted to investigate the interactive effects of package image type and food readiness (Study 1) as well as their individual impacts (Study 2). Data analysis and hypothesis testing were performed using SPSS software.

Consumers initially preferred packaging images of finished products over ingredients when selecting ready-to-eat foods. However, their attitudes declined upon learning about specific food content. When motivated by hedonic factors, consumers favored images of finished products for ready-to-cook foods, whereas utilitarian motivations led to a preference for ingredient images. After purchasing, ingredient images were favored across both motivational contexts.

Food packaging images serve as crucial cues in consumer purchase decisions, though no consensus currently exists on whether these images should feature ingredients or finished products. This study offers valuable insights into how these visual factors affect consumer behavior and decision-making, providing manufacturers with guidance on enhancing product evaluations by consumers.

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform.

This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model.

The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators between motivations/flow and perceived satisfaction/purchase intention.

Both of intrinsic motivation and extrinsic motivation can reflect the cognitive and conscious plan of an individual for a particular task. The cognitive trust and perceived risk are partial mediator and full mediator in the model, respectively. Hedonic value, utilitarian value, security, privacy, and flow all affect the individual’s perceived satisfaction and purchase intention through cognitive trust and perceived risk in the context of online shopping. Cognitive trust is a full mediator of the effects of privacy on purchase intention. It indicates that consumers must fully trust the website to ensure that the information provided by consumers in the transaction will not spread out for the protection of personal privacy.

This study aimed to assist the marketing personnel of the EC industry to examine the key influential factors of consumers’ purchase satisfactions and purchase intentions. The results of this study indicated that cognitive trust is the foundation for gaining and retaining customers. The classification of consumer motivations facilitates the understanding of consumers’ demands and accurate interpretation of consumers’ needs. The main influential factor of cognitive trust is utilitarian value. Therefore, this study states that the primary intrinsic motivation of online shopping for most consumers is utilitarian value (e.g. saving time, the cost of searching for the appropriate products, and increasing purchasing efficiency).

Websites should strengthen the quality and quantity of product information. In addition, websites should provide a dynamic presentation of the product by presenting in various forms (multimedia and text description) about product-related information in order to increase consumers’ hedonic value. For the aspects of security and privacy, websites should provide consumers with reliable safety features, such as secure socket layer or digital signature, smooth communication channel (specific phone services and e-mail address), and consumer’s privacy statements. Finally, web design should meet with the consumer experience model in order to make the website easy to use and order the purchase from the website directly. Websites should also increase the fluency and positive experience of consumers and improve the interaction of a website. Meanwhile, websites need to feedback the consumer problem instantly and provide customized information in order to increase the chance of interaction between the consumers and the website.

Relevant studies have explored online shopping from various perspectives, but few studies have examined consumers’ cognitive attitudes toward websites from the consumer motivation perspective. Thus, this study focussed on the influences of consumers’ intrinsic and extrinsic motivations (e.g. hedonic value, utilitarian value, security, and privacy) on their cognitive attitudes toward websites. In addition, with the rapid development of the internet in recent years, internet users’ online flow experiences have gained increased attention. The creation of attractive consumption conditions is vital for website managers to provide consumers with flow experiences. Therefore, this study included consumers’ flow in the proposed model.

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly.

Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0.

The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation.

Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent.

Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment.

This study helps in understanding emerging trends in online buying behavior in India.

The paper focuses on online younger viewers’ motivation to purchase virtual gifts on live-streaming platforms. To explore influencing factors, this study draws on the Capability-Opportunity-Motivation-Behaviour (COM-B) theory and liberal-conservative thinking theory to establish the research model. It analyses factors that influence the use of environmental opportunity, personal capability and personal thinking style units, which differ from traditional user behaviour research.

Through the variance-based structural equation modelling and partial least squares path modelling, three influencing factors positively affect online younger viewers’ virtual gift-purchasing motivation: technical opportunity, financial capability and liberal thinking.

Considering the economic imbalance between urban and rural regions, this paper focuses on online younger viewers’ regional differences and designs their urban-rural backgrounds as moderating factors. The multi-group analysis based on a non-parametric approach presents several significant points in the current study, such as younger viewers from rural areas paying more attention to technical opportunities and liberal thinking factors.

The study distinguishes the differences between urban and rural areas and explores online viewers’ specific opinions on the virtual gift-sending system. The regional differences are caused by local technical development and economic background. The results can help live-streaming platform managers and related departments improve their techniques and functions, aiming to drive the development of the live-streaming industry.