what drives the online user to the intention of using digital touch points?
‘Motive has been defined as an activated state that supports goal directed behavior.’
‘Motivation results in the initiation of new actions…’
‘…. results in a narrowing of one’s focus on the current goal (i.e. intensity).’
‘Motivation is key to understanding advertising effectiveness as it affects both attentional allocation and the intensity of processing.’
‘Focus is under the control of the individual and is generally determined by the degree to which the ad meets a person’s current needs.’
‘Motivation should really be the key focus of advertisers.’
Schuurmann, D.W., Thorson, E. (2007). Internet Advertising. Theory and research. Lawrence Erlbaum Associates, Inc. London.