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Several possible ways to connect the research approaches are presented in the remainder of this section.
It is possible to make connections between motivation classification and goal-directed behaviour research approaches. Motivation is a pervasive element of the intention theories that were discussed in the goal-directed behaviour studies. Here we suggest that the motivations identified through motivation classification research efforts can be applied within the framework of goal-directed behaviour studies. One advantage of such an integration is that a theoretical framework is provided to hypothesize about and study the mechanisms through which encouraging and discouraging motivations influence consumers' online buying behaviour...
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