Enhancing consumer engagement in online shopping platforms through economic incentives

Online shopping is becoming part of people's everyday life experience. Recognizing the tremendous growth of online shopping, it is important to investigate how to achieve success in the competitive environment. The purpose of this paper is to understand the development of consumer engagement process on online shopping platform. We propose a more complete framework to examine consumer engagement process by adding economic incentives. In our framework, economic incentives, considered as both cognitive and emotive basis for purchase, moderates the process of consumer engagement. We believe that our study will provide a deeper understanding of consumer engagement process.