“I Didn’t Know I Could Do That!” Customer-Owned Touch Points And Its Role In Fostering Intrinsic Motivation—A Review

Sun Biyu

ABSTRACT

The paper explores the dynamic relationship between consumer-owned touchpoints and intrinsic motivation, which is important in improving consumer experiences within businesses. It investigates how these touchpoints, encompassing social media, websites, forums, and review platforms, influence consumers' internal drive for autonomy, competence, and relatedness. Drawing on self-determination theory, the paper highlights the significance of these touchpoints in fostering a sense of control, mastery, and purpose, thereby enhancing intrinsic motivation and driving engaged consumer interactions. By examining the multifaceted nature of intrinsic motivation, the paper elucidates its positive impact on brand loyalty, consumer engagement, and word-of-mouth advocacy. However, it also identifies potential challenges arising from information overload, decision fatigue, and privacy concerns, affecting consumer experiences and intrinsic motivation. Using IKEA as a case study, the paper illustrates the diverse impact of physical and digital touchpoints on consumers' feelings of accomplishment, creativity, convenience, and contribution to ethical values. It underscores the importance of balancing these touchpoints to cater to varied consumer needs and consistently foster positive intrinsic motivation throughout the customer journey. Ultimately, the paper underscores the intricate interplay between consumer-owned touchpoints and intrinsic motivation, offering insights for businesses to optimize these interactions and cultivate enduring consumer relationships.

“I Didn’t Know I Could Do that!” Customer-Owned Touch Points And Its Role In Fostering Int.

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