Digital Consumer Behaviour and Motivation Theories

Digital consumer purchases goods and services via internet or electronic communication channels in order to satisfy his or her needs and wishes. In Latvia lives approx. 2,3 million people form which one third we can categorized as a digital consumers therefore consumer behavior is a crucial factor in shaping the supply and demand in e-business. The research problem is connected with changes in the consumer decision making process which is impact by electronic environment and information and telecommunication technologies. The main aim of e-commerce and e-business development is to gain new customers and find new target segments or markets. It creates a necessity to analyze and modeling the consumer behavioral trends. The main goal of research is to analyze expectations what affects digital consumer behavior under influence of external factors and changing motivation. The Motivation theory is taken as a theoretical base for this research. The research methodology: Authors employs well-established quantitative and qualitative methods of research: grouping, analysis, statistic method, etc. The theoretical and methodological background of the research is formed by scientific researches and publications, publications from mass media and professional literature; statistical information from legal institutions as well as information collected by authors during the survey (200 respondents, survey is done November-December, 2008). Conclusions of the research: The research contributes to better understanding of the specifics factors what influences digital consumer behavior and its interaction with motivation theory. There are a lot of potential for further analysis of digital consumer behavior, especially in analysis of consumer motivation. The analysis of approaches of foreign and local scientists confirms the presumption that digital consumer behavior has direct impact on e-commerce and e-business development, especially in trading and innovation activities