Cusumer Effort and The Purchase Decision Darrin F. Coe, MA copyright 2004It is a basic tenet of behavioral psychology that people engage in behavior that takes
least effort and provide highest payoff. If someone see’s a product as being very valuable but effort to purchase that product is large it will decrease value of product and they will probably not engage in behavior required to acquire product.
In Keynote’s recent publication concerning online retail industry, they cite several factors that lead to diminished customer experience during online retail consumption. Diminished customer experience can be translated as “acquiring this product or service takes to much requires to much effort to acquire product or service’s perceived benefit”.
25% of consumers cited having to register in order to make a purchase as their number one frustration. 37% cited research oriented reasons as being highly frustrating and diminishing their consumer experience.
Realizing that online consumers are motivated by either a goal achievement orientation or an experiential orientation and these are supported by a functionality variable we can see that registering in order to purchase a product or service impedes experiential motivation and inability to obtain consumer information about a product or service impedes goal achievement motivation.
