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. Toward an integrated framework for the study of econsumer buying behaviour
A new approach needs to be developed in the area of econsumer buying behaviour in which contextual and situational factors involved in consumers' online buying behaviour are investigated (see figure 2). At the same time, the results of econsumer buying behaviour studies in each research approach should be analysed and interpreted with regard to the connections that the results may have with other research approaches (see figure 3). Several possible ways to connect the research approaches are presented in the remainder of this section.
It is possible to make connections between motivation classification and goal-directed behaviour research approaches. Motivation is a pervasive element of the intention theories that were discussed in the goal-directed behaviour studies. Here we suggest that the motivations identified through motivation classification research efforts can be applied within the framework of......

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