Kathryn Dobie

Product Motivation and Purchasing Activity

Abstract The tremendous growth in Internet sales has prompted many firms to enter the world of E-commerce. The question must be raised if “marketing as usual” is the suitable approach for firms to gain and maintain competitive advantage. A vital area of concern is the promotional mix, or the communications element of marketing strategy. In order to be able to determine the availability, type, and presentation of information preferred by consumers, it is necessary to gain an understanding of the target consumers motivations and activities. Using the product motivation scale developed by Dawson, Bloch, and Ridgeway, this study examines the shopping behaviors and information gathering activities of consumers, classified as product motivated or not, as they make purchases via the Internet. This information is useful for the design and implementation of effective integrated promotional efforts.