Does Identification Influence Continuous E-Commerce Consumption? The Mediating Role of Intrinsic Motivations

The motivation behind online consumption behavior is different from that of online social behavior, and research is lacking regarding the impact of identification on e-commerce consumption. The current research examines the influence of identification, which is perceived anonymity, and intrinsic motivation on the continuous purchasing behaviors on retailing e-commerce websites based on self-determination theory. The mediating role of intrinsic...