عنوان مقاله [English]
This study aims to determine whether understanding the basic motivations of a veteran consumer can help determine the mechanisms for willingness to pay online. To achieve this, a simulated purchase on a fictitious e-commerce site for a consumer product (called a "new entry" or "classic") was used to measure the effects of two basic motivations (ie, achieving a colleague versus self-preservation) on the desire to Check product purchase online. The main focus of this article was on examining the capacity of motivation to achieve a partner and self-preservation to balance the relationship between attitudes toward the product and the desire to buy, as well as the effects of motivation on the desire to buy. Through analysis of the effects of interaction and regression, it was shown that the underlying motivation to reach a partner is directly related to increased willingness to buy in both types of products and balances the relationship between product attitude and willingness to buy. Self-preservation motivation increases the desire to buy classic products rather than new entries. With a brief look at the underlying motivation in the consumer domain and potentially, the first research on the effects of modulating underlying motivations, the results mainly support the concept of predictable motivation resulting from behavioral tendencies.