The Impact of Verbal Stimuli in Motivating Consumer Response at the Point of Purchase Situation Online
This paper is a response to the lack of knowledge regarding actual online purchase behavior, and introduces behavior analysis as an alternative framework in studying consumers’ purchase behavior. Motivation to confirm an order online can from the concept of motivating operation (MO) be analyzed as those antecedents in the environmental setting (included verbal stimuli) that; (1) have an effect on the consequences of responding, and (2) influence the responses (including purchase) related to those consequences. Using the functional analytic framework from behavior analysis, MO is identified as a likely predictor of consumer tendency to confirm their online orders.
KeywordsOnline shopping point of purchase motivating operation augmenting functional analysis
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