Different motivation tendencies, aspirations and fears connected to the same action quite often happen to contradict each other. A person looks at the positive (= approaching) and negative (= avoiding) sides when aiming towards a goal or reaching a decision. For example, on the one hand a student wants to go swimming, as it is a nice warm summer day, but on the other hand the student should be studying for his upcoming exam. The student undergoes a conflict about what to do. The following work is based on this special kind of conflict called approach-avoidance conflict. In consumer behaviour literature (cf. Solomon, Bamossy, & Askegaard, 2001), this conflict is often mentioned regarding the general decision of whether or not a certain
product will be bought. Positive as well as negative aspects of the product are judged and weighted when reaching a decision. Thus, it is assumed that this kind of conflict also occurs in the context of online shopping. Online shopping has both positive as well as negative aspects. It encompasses approaching (where beneficial rewards are expected) and avoiding tendencies (where harmful rewards are expected). In the context of online shopping, the approach tendency could be for example the convenience of shopping from home. It is possible to get a book ordered and delivered without even leaving the house. At
the same time, potential online shoppers might worry about credit card fraud if payment is demanded by credit card. The latter would represent the avoidance tendency. Both tendencies are competing against each other. Which one is stronger? The consumer has to make a choice because the person cannot shop online to benefit from the convenience and at the same time not shop online to avoid possible credit card fraud. The two responses are
incompatible.
Contents
I. Introduction and Overview of Thesis
II. Theoretical Analysis
1 Scientific Context of Approach-Avoidance Conflict Model
1.1 Behaviourism embedding Approach-Avoidance Conflict Model
1.2 Reflection of Behaviourism in the Context of Online Shopping
2 Theory of Approach-Avoidance-Conflict
2.1 Miller’s Conflict Model
2.2 Critics and further Development of Miller’s Assumptions
2.3 Approach and Avoidance Motivation in Personality
2.4 Summary of Approach-Avoidance Conflict Model
3 Introduction into Online Shopping
3.1 Online Shopping – a Part of E-Commerce
3.2 Penetration of E-Commerce and Online Shopping
3.3 Typology of Online Shoppers
4 Approach-Avoidance Conflict in Online Shopping Situation
4.1 Perceived Customer Value
4.1.1 Costs saving
4.1.2 Time Saving
4.1.3 Convenience
4.2 User Interface
4.2.1 Davis’ Technology Acceptance Model
4.2.2 Effective Website Design
4.3 Risk Perception
4.3.1 Product Performance Risk
4.3.2 Financial Risk
4.3.3 Psychological Risk
4.3.4 Time Risk
4.3.5 Social Risk
4.3.6 Physical Risk
4.4 Summary of Approach-Avoidance Conflict when Online Shopping
III. Empirical Analysis
5 Research Question and Hypotheses
5.1 Research Question
5.2 Hypotheses
6 Pre-Test
6.1 Aims of Pre-Test
6.2 Results of Pre-Test
7 Online Simulation
7.1 Method of Simulation
7.1.1 Participants
7.1.2 Instrument
7.1.3 Realisation
7.2 Results of Simulation
7.2.1 Descriptive Data Analysis
7.2.2 Testing of Hypotheses
7.2.3 Explorative Data Analysis
8 Reflection of Method and Discussion of Results
8.1 Reflection of Method
8.2 Discussion of Results
IV. Summary
V. Bibliography
VI. Appendices
Appendix A – Tables
Appendix B – Instrument Pre-Test
Appendix C – Instrument Simulation
Appendix D – Raw Data
Research Objectives and Topics
The main objective of this thesis is to investigate the approach-avoidance conflict in the context of online shopping. The research explores whether individuals experience conflicting motivations when deciding to purchase a product online, identifying the specific factors that influence this conflict, such as perceived customer value, user interface quality, and risk perception.
- Analysis of approach-avoidance conflict theory and its application to online consumer behavior.
- Examination of online shopping determinants, including customer value, website interface, and risk perception.
- Empirical investigation via an online simulation of a purchase process.
- Evaluation of personality influences, specifically risk avoidance, on online shopping decisions.
- Development of insights into online shopper typologies and surfing behavior.
Excerpt from the Book
I. Introduction and Overview of Thesis
Different motivation tendencies, aspirations and fears connected to the same action quite often happen to contradict each other. A person looks at the positive (= approaching) and negative (= avoiding) sides when aiming towards a goal or reaching a decision. For example, on the one hand a student wants to go swimming, as it is a nice warm summer day, but on the other hand the student should be studying for his upcoming exam. The student undergoes a conflict about what to do.
The following work is based on this special kind of conflict called approach-avoidance conflict. In consumer behaviour literature (cf. Solomon, Bamossy, & Askegaard, 2001), this conflict is often mentioned regarding the general decision of whether or not a certain product will be bought. Positive as well as negative aspects of the product are judged and weighted when reaching a decision. Thus, it is assumed that this kind of conflict also occurs in the context of online shopping. Online shopping has both positive as well as negative aspects. It encompasses approaching (where beneficial rewards are expected) and avoiding tendencies (where harmful rewards are expected). In the context of online shopping, the approach tendency could be for example the convenience of shopping from home. It is possible to get a book ordered and delivered without even leaving the house. At the same time, potential online shoppers might worry about credit card fraud if payment is demanded by credit card. The latter would represent the avoidance tendency. Both tendencies are competing against each other. Which one is stronger? The consumer has to make a choice because the person cannot shop online to benefit from the convenience and at the same time not shop online to avoid possible credit card fraud. The two responses are incompatible.
Summary of Chapters
I. Introduction and Overview of Thesis: This chapter introduces the psychological concept of the approach-avoidance conflict and its application to the online shopping environment, outlining the research goals.
II. Theoretical Analysis: This section covers the scientific background of behaviorism, conflict theories (specifically Miller’s), the state of e-commerce, and specific factors like perceived value and risk.
III. Empirical Analysis: This chapter details the research methodology, including the hypothesis development, the pre-test process, the design of the online simulation, and the subsequent analysis of results.
IV. Summary: This section provides a brief recap of the study's approach, findings, and conclusions regarding the influence of approach and avoidance tendencies on online purchase decisions.
Keywords
approach-avoidance conflict, Annäherungskonflikt, consumer behavior, Electronic Commerce, Teleshopping, simulation, regression analysis, perceived customer value, online shopping, risk perception, user interface, technology acceptance model, personality, harm avoidance, empirical study
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis focuses on applying the psychological approach-avoidance conflict model to understand consumer behavior during the online shopping process.
What are the core thematic areas?
The core themes include conflict theory, e-commerce dynamics, consumer risk perception, and the role of personality traits in online shopping behavior.
What is the central research question?
The study examines whether online shopping triggers an approach-avoidance conflict and how dominant factors like customer value, interface, and risk perception influence the final purchase decision.
Which scientific method is employed?
The author uses a quantitative empirical approach, specifically designing an online simulation of a purchase process to observe user behavior and collect data on their perceived motivations.
What does the main body of the work cover?
The main body bridges theoretical psychological conflict models with practical aspects of online retail, followed by an empirical analysis involving a simulation and statistical testing of hypotheses.
Which keywords define this study?
Key terms include approach-avoidance conflict, online shopping, risk perception, consumer behavior, and multivariate statistical analysis techniques.
How does the online simulation model work?
Participants were asked to simulate a book purchase in an online shop while their perceived approach and avoidance tendencies were queried at five-minute intervals to track changes over time.
What role does personality play in the findings?
The study investigates whether an individual's general "harm avoidance" disposition affects their likelihood to purchase online, although the results showed that this specific variable did not have a significant impact on purchase behavior.
- Quote paper
- Mag. Martina Hartner (Author), 2005, Shopping at www.libri.de - What keeps me there, what makes me leave?, Munich, GRIN Verlag, https://www.grin.com/document/120238
