The unprecedented dissemination of digital technology has changed people's psychology including their shopping behaviour in the last two decades. Smartphone led digital applications and advancements have disrupted consumers' shopping processes, purchase decisions, and priorities as well as increased their exposure, aspirations and expectations inevitably. Therefore, it is imperative to examine the relevance of various elements of shopping motives holistically. Therefore, the present study aims to develop a new theoretical framework based on significant elements of shopping motives for physical products in the digital technology era. For this purpose, an exploratory study, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) were used. EFA generated five latent factors by grouping 18 independent variables. CFA validated latent factor construct and measured model fit. SEM visualized the path analysis and portrayed the pattern of relations between latent factors into a single factor structural model (consumer shopping motives framework). Results show that consumers' shopping priorities are changing as 3 conventional variables (‘role-playing’, ‘status and authority’, and ‘pleasure of bargaining’) became obsolete and 3 new (‘anywhere and any-time shopping’, ‘safe and secure digital transaction’, and ‘unbiased reviews and ratings”) came into existence prominently. The format and perspective of ‘fun, entertainment and recreation’ ‘social interaction and communication’, and ‘exposure to new and latest trends' have been changing. Consumers are becoming more technology-dependent in their shopping processes and purchase decisions. The validation of the framework on channel preference behaviour revealed that consumers largely prefer offline channels for the fulfilment of risk-free and social sub-motives, and online channels for convenience sub-motive. Therefore, broad structural change and clarity, specification of priorities, a shift in the format and perspective of few elements of shopping motives, intrinsic passion for the use of digital technology and web service in the shopping journey, and simplification of antecedents for growing popularity of multi-channel shopping paradigm are the key novelty of this study.

中文翻译：

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数字时代购物动机与渠道偏好行为的新理论框架

过去二十年，数字技术的空前普及改变了人们的心理，包括他们的购物行为。智能手机引领的数字应用和进步扰乱了消费者的购物流程、购买决策和优先事项，并不可避免地增加了他们的曝光率、愿望和期望。因此，有必要从整体上考察购物动机的各个要素的相关性。因此，本研究旨在基于数字技术时代实体产品购物动机的重要要素开发一个新的理论框架。为此，使用了探索性研究、探索性因素分析 (EFA)、验证性因素分析 (CFA) 和结构方程模型 (SEM)。EFA 通过对 18 个自变量进行分组生成了五个潜在因素。CFA 验证了潜在因子构造并测量了模型拟合度。SEM 将路径分析可视化，并将潜在因素之间的关系模式刻画为单因素结构模型（消费者购物动机框架）。结果表明，随着 3 个传统变量（“角色扮演”、“地位和权威”以及“讨价还价”）变得过时和 3 个新变量（“随时随地购物”、“安全”），消费者的购物优先级正在发生变化和安全的数字交易”，以及“公正的评论和评级”）显着存在。“乐趣、娱乐和娱乐”、“社交互动和交流”以及“接触最新趋势”的形式和视角一直在发生变化。消费者在购物过程和购买决策中越来越依赖技术。对渠道偏好行为框架的验证表明，消费者很大程度上更喜欢线下渠道来实现无风险和社交子动机，而在线渠道则是为了方便子动机。因此，广泛的结构变化和清晰度、优先事项的规范、购物动机的少数要素的格式和视角的转变、在购物过程中对使用数字技术和网络服务的内在热情，以及对日益流行的前因的简化多渠道购物范式是本研究的主要创新点。对渠道偏好行为框架的验证表明，消费者很大程度上更喜欢线下渠道来实现无风险和社交子动机，而在线渠道则是为了方便子动机。因此，广泛的结构变化和清晰度、优先事项的规范、购物动机的少数要素的格式和视角的转变、在购物过程中对使用数字技术和网络服务的内在热情，以及对日益流行的前因的简化多渠道购物范式是本研究的主要创新点。对渠道偏好行为框架的验证表明，消费者很大程度上更喜欢线下渠道来实现无风险和社交子动机，而在线渠道则是为了方便子动机。因此，广泛的结构变化和清晰度、优先事项的规范、购物动机的少数要素的格式和视角的转变、在购物过程中对使用数字技术和网络服务的内在热情，以及对日益流行的前因的简化多渠道购物范式是本研究的主要创新点。