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Effects of Singles' Day atmosphere stimuli and Confucian values on consumer purchase intention

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作者信息关键词期刊信息基础信息归属信息摘要

成果类型：

期刊论文

作者：

Chen, Chuanhong;Li, Xueyan*

通讯作者：

Li, Xueyan

作者机构：

[Chen, Chuanhong] South Cent Univ Nationalities, Sch Management, Wuhan, Hubei, Peoples R China.

[Li, Xueyan] Cent China Normal Univ, Sch Sociol, Wuhan, Hubei, Peoples R China.

通讯机构：

[Li, Xueyan] C

Cent China Normal Univ, Sch Sociol, Wuhan, Hubei, Peoples R China.

语种：

英文

关键词：

Confucian values;Online Shopping Festival;Purchase intention;Singles’ Day atmosphere stimuli;Stimulus-response theory

期刊：

ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS

ISSN：

1355-5855

年：

2019

卷：

期：

页码：

1387-1405

DOI：

10.1108/APJML-05-2019-0294

基金类别：

This paper is supported by Humanities and Social Sciences of Ministry of Education Planning Fund of China (No. 19YJA630005), Provincial Teaching Research Project of Hubei Province Higher Education (No. 2018202).

机构署名：

本校为通讯机构

院系归属：

社会学院

摘要：

Purpose Singles’ Day Online Shopping Festival was originated in China and is characterized by gathering promotions to create consumer shopping atmosphere. Its rapid rise has affected Asia and the world, becoming the world’s largest shopping festival beyond Black Friday. The success of Singles’ Day Online Shopping Festival demonstrates Chinese experience of online shopping festive atmosphere marketing. The purpose of this paper is to explore the influence of Singles’ Day Online Shopping Festival atmosphere and Chinese cultural background, e...

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