The motivation behind online consumption behavior is different from that of online social behavior, and research is lacking regarding the impact of identification on e-commerce consumption. The current research examines the influence of identification, which is perceived anonymity, and intrinsic motivation on the continuous purchasing behaviors on retailing e-commerce websites based on self-determination theory. The mediating role of intrinsic motivation was also empirically tested from a sample of 661 frequent consumers using the partial least squares approach. The findings were: (1) Identification negatively influences perceived anonymity, and its low, but significantly positive, influence on continuous e-commerce consumption were totally mediated by perceived competence, perceived autonomy, and perceived relatedness. (2) Perceived anonymity positively influences self-determination factors, which has partly mediating impact between perceived anonymity and continuous consumption. (3) The authenticity and concealment of identity are based on different mechanisms, but both of them are conducive to promoting continuous purchases. On retailing e-commerce websites, customers’ identity management should consider both identification in the background and anonymity perception in the service, and the contributions of the service to promote consumers’ perceived competence and perceived autonomy are important in continuous consumption.
Most cities in China benefit from having a commercial and public bicycle-sharing system. However, the bicycle-sharing markets still face unbalanced development problems, i.e., initial rapid expansion in most areas, and a recent disappearance in some local areas. Thus, the economic features and rules of this market need further exploration to introduce better management measures. Based on agent-based modeling, the current paper stimulated the interactions between supply and demand with two models to illuminate the supply characteristics of the bicycle-sharing market. The main findings included the following: (1) the bicycle-sharing market is governed by a set of objective laws which naturally require an oversupply, meaning that the attainment of a high level of user satisfaction depends on high supply; (2) based on each customer’s tolerance level, there is a supply density threshold that determines the existence and disappearance of the market; and (3) the width and elasticity of the supply density threshold are influenced by the tolerance of the customers, which, in turn, reflects their values and attitudes. The current research is a preliminary exploration of the interactive characteristics of supply and demand in the bicycle-sharing market. We believe that the current paper provides insights and implications to illuminate the law of existence in the bicycle-sharing market. It also includes a discussion on the sustainable development of the bicycle-sharing market in China.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.