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Uzor, Christabel Ngozi and Covenant University, Theses (2023) THE EFFECT OF PERSUASIVE STRATEGIES ON ONLINE FASHION SHOPPERS’ MOTIVATION TYPOLOGY. Masters thesis, Covenant University Ota.

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Over time, there has been a need to influence customers' purchasing behaviours on ecommerce platforms. However, e-commerce stores typically have little to no information regarding online shopping motivations that may impact their buying behaviour. As a result, there is a research gap in the field of e-commerce. Researchers suggest that to enhance the effectiveness of persuasive strategies, it is recommended to customize them for groups of individuals who share similar characteristics. This research aims to investigate the impact of Cialdini's six persuasive strategies: scarcity, authority, consensus, liking, reciprocity, and commitment on customers' shopping motivations. Specifically, the study seeks to determine how these strategies can be tailored to individual online fashion shoppers at Covenant University, considering their online shopping motivations. The study conducted a cluster analysis of survey data from 405 online fashion shoppers, resulting in three distinct shopper types: convenience shoppers, economic shoppers, and fashion enthusiasts. The study involved 391 online shoppers, and a research model was created using Partial Least Squares-Structural Equation Modelling (PLS-SEM) to investigate the relationship between the Cialdini persuasion strategies and shopper types. The results of the structural model indicate which persuasive strategy can influence e-commerce shopper typologies based on their shopping motivation. Scarcity, reciprocity, and commitment were found to strongly influence convenience shoppers, economic shoppers, and fashion enthusiasts, respectively. Liking and consensus were found to be strategies that can influence all shopper types. This study provides insight to e-commerce designers on how to customize and personalize their product designs to influence and satisfy various shoppers based on their shopping motivation, which can lead to increased sales and profit on their platforms.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Cialdini Strategies; Online Shopping Motivation; Structural Equation Modelling
Subjects: T Technology > TJ Mechanical engineering and machinery
Divisions: Faculty of Engineering, Science and Mathematics > School of Engineering Sciences
Depositing User: nwokealisi
Date Deposited: 11 Jul 2023 15:23
Last Modified: 11 Jul 2023 15:23

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