The level of involvement and the nature of the stimulus as factors in the decision-making process on the purchase of handmade goods on the Internet

The spread of digital technology is transforming business processes. The transition to online trading is at the same time a consequence and cause of changes in the society of consumers of various goods and services. The lack of understanding of consumer behavior when planning and making their online purchases becomes apparent. The questions of consumer behavior in various specific areas of business remain unexplored, for example, the handmade industry, which is, inter alia, a way of self-awareness of one’s identity. The object of the study was the online shoppers of handmade goods. The subject of the study was the factors in the process of making their purchasing decisions. The aim of the study was to establish the level of involvement and the nature of the incentive as factors in the decision-making process on the purchase of handmade goods on the Internet. The research methodology is based on the notion that a number of resource and situational factors influence the level of involvement in the decision-making process on the online purchase of handmade goods and the nature of the prevailing incentive in customer motivation. The points of view on the concept of the level of involvement, the nature of the prevailing stimulus are investigated, and existing approaches to their determination are identified. The points of view on the features of consumer behavior when making online purchases of handmade goods are investigated. A tool has been developed to measure the level of involvement and the nature of the prevailing incentive when making online purchases of handmade goods. A study of buyers showed the predominance of medium and high levels of involvement and emotional stimulus as factors in the decision-making process on buying handmade goods on the Internet. The findings are important for developing marketing strategies.