Motivational directions in "fun"-oriented online behavior

Contemporary philosophy offers a conceptual framework that extends consumer theory to hitherto neglected facets of consumer motivation. Traditional utilitarian and hedonic dimensions are good in explaining (offline) purchase behavior, yet they fall short capturing new online consumption phenomena, and co-creative consumer enterprises. Whereas product and service offers consider consumer motives that emanate from the eros construct, thymotic urges rarely receive attention. While eros drives desires widely recognized as consumer demands, thymos regenerates the hygienic balance of a consumer as a moral, purposeful and creative entity. This article derives implications for online retailing in the light of eros-thymos-based performance motives.