. Toward an integrated framework for the study of econsumer buying behaviour
A new approach needs to be developed in the area of econsumer buying behaviour in which contextual and situational factors involved in consumers' online buying behaviour are investigated (see figure 2). At the same time, the results of econsumer buying behaviour studies in each research approach should be analysed and interpreted with regard to the connections that the results may have with other research approaches (see figure 3). Several possible ways to connect the research approaches are presented in the remainder of this section.
It is possible to make connections between motivation classification and goal-directed behaviour research approaches. Motivation is a pervasive element of the intention theories that were discussed in the goal-directed behaviour studies. Here we suggest that the motivations identified through motivation classification research efforts can be applied within the framework of goal-directed behaviour studies. One advantage of such an integration is that a theoretical framework is provided to hypothesize about and study the mechanisms through which encouraging and discouraging motivations influence consumers' online buying behaviour. Another advantage of making a connection between these two research approaches is that diverse motivations might provide alternative explanations as to how online buying intentions are generated, and thus strengthen econsumers' goal-directed behaviour theories. An explanation on how such a connection between two research approaches may work is provided in the following paragraphs.
Using the concepts of valence and expectation in expectancy–value theory (EVT) (Vroom, 1964), a possible process is suggested as to how goal selec ...