E-commerce Factors that Motivate Consumers’ Purchasing Decisions: A Cross-Regional Study and Local Attractors and Sustainers for Personalization

Online shopping is no longer a luxury, but a lifestyle. Based on Venkatesh, Speier-Pero and Schuetz’s (2022) findings on antecedents to online shopping, this study first investigates the degree of convergence and key success factors across sampled geographical regions by identifying similarities and differences in strategies, which encourage purchasing and satisfaction, with perceived usefulness, perceived ease of use, perceived trust and perceived enjoyment as relative advantage across all models; second, based on the identified key opportunities, propose value-added functions; third, sample 183 survey respondents’ perceptions towards these functions; and infer feasibility/viability of the design in enhancing online shopping UX. Contributions are identification of progression within/across the regions, mapped to the Capability Maturity Model. Findings from perceptions towards the proposed functions, indicate new business models, and collaborative value chains should build on individual/social psychological factors especially congruence, value consciousness, trust and enjoyment. Differences in the ranking of attracting and sustaining factors, further enable more specific design of personalization channels and types, based on gender and age.