Abstract
The development of online shopping carnivals (OSCs) is in full bloom due to the support of logistics industry and information technology. More and more people are keen to participate in them. This study contributes to literature by exploring the role of motivational factors (based on utilitarian and hedonic shopping values dimension) of the intention to participate in the actual purchase behavior of consumers and their shopping well-being in OSC. A model is developed and tested to explain consumers’ shopping process in the context of OSC. Results show that hedonic shopping values are primarily influenced by entertainment construct, and utilitarian shopping values are positively related to monetary saving, selection, and convenience. Furthermore, the correlation between hedonic shopping value and intention to participate is higher than that between utilitarian shopping value and intention to participate. The findings indicate that intention to participate in OSC exerts a stronger influence on shopping well-being than the effect on actual purchases.
Highlights
The rapid growth of e-commerce, which is a result of the remarkable advancement of the Internet and technology, presents a new paradigm for conducting business worldwide [1,2]
According to the utilitarian shopping values proposed in previous studies and combined with the characteristics of online shopping carnivals (OSCs), this study argues that the utilitarian shopping value of OSC primarily associated with monetary saving, selection and convenience
In sequence we examine the impact that utilitarian and hedonic shopping value has on triggering consumers intention to participate in OSC
Summary
The rapid growth of e-commerce, which is a result of the remarkable advancement of the Internet and technology, presents a new paradigm for conducting business worldwide [1,2]. Online shopping has become one of the main channels of shopping due to its advantages. Various online shopping carnivals (OSCs) have emerged around the world. America’s famous shopping day, Black Friday, its sales channels are no longer limited to offline scenes such as shopping malls or supermarkets, the online spending on Black Friday in 2017 exceeded $5 billion. In China, OSC has better market performance. It is represented by Alibaba’s Double Eleven. OSC is a new type of event marketing and holiday promotion, which stimulates people’s consumption by offering great discounts and creating a festive atmosphere. Many people were attracted by the price factor of OSC at first, and immersed in the atmosphere of this national shopping carnival, even forming a kind of shopping habit
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