期刊:
Industrial Management & Data Systems,2020年120(12):2375-2395 ISSN:0263-5577
通讯作者:
Li, Xueyan
作者机构:
[Chen, Chuanhong] South Cent Univ Nationalities, Sch Management, Wuhan, Peoples R China.;[Li, Xueyan] Cent China Normal Univ, Sch Sociol, Wuhan, Peoples R China.
通讯机构:
[Li, Xueyan] C;Cent China Normal Univ, Sch Sociol, Wuhan, Peoples R China.
摘要:
<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the possible interaction between product promotion and atmosphere promotion strategies on their participation intention in online shopping festivals.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>This paper conceptualized consumer perception of product promotion strategies of online shopping festivals as Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion and Perceived Fun of Promotion Activities and atmosphere promotion strategies as Perceived Contagiousness of Mass Participation. Based on the Stimulus-Response Theory, this study constructed an influencing model of promotion strategies on consumer participation intention in online shopping festivals. Structural equation modeling with partial least squares was used for analyzing the data from a sample of 495 consumers to test the proposed hypotheses.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results showed that Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion, Perceived Fun of Promotion Activities and Perceived Contagiousness of Mass Participation significantly and positively affect consumer Participation Intention; Perceived Contagiousness of Mass Participation plays a moderating role in the effect of Perceived Temptation of Price Promotion on Participation Intention.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study is the first empirical attempt to examine the moderating role of atmosphere promotion between product promotion and consumer participation intention in online shopping festivals. The findings provide theoretical basis and practical guidance for e-commerce platforms and merchants for improving their online shopping festival promotion strategies.</jats:p></jats:sec>
期刊:
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,2019年32(7):1387-1405 ISSN:1355-5855
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.
关键词:
Confucian values;Online Shopping Festival;Purchase intention;Singles’ Day atmosphere stimuli;Stimulus-response theory
摘要:
<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>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, especially Confucian values, on Chinese consumers’ purchase intention in Singles’ Day Online Shopping Festival.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>This paper conceptualized consumers’ most perceptive atmosphere characteristics as the three dimensions of perceived economic temptation, perceived festival entertainment and perceived mass participation. Taking Confucian values as moderators, based on the stimulus-response theory, this study constructed an influencing factor model of consumer purchase intention in online shopping festival, collected data of 398 Chinese consumers by questionnaire, and used structural equation modeling for hypotheses testing.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The results showed that online shopping festival atmosphere and Confucian values affect purchase intention; the two factors of “keeping face” and “listening to others” of Confucian values play moderating roles in the effect of online shopping festival atmosphere on purchase intention.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>The sample of this study was biased toward the young and well-educated consumers; besides, this study focused on young consumers’ purchase intention of online shopping festival, rather than their actual consumption behaviors.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>Confucian values have deeply influenced China and other Asian countries, especially East and Southeast Asian countries. Meanwhile they are the fastest growing regions of e-commerce in the world, the paper provides theoretical basis and reference for the e-commerce enterprises in the Confucian cultural societies to improve the atmosphere marketing of online shopping festivals, and attracts consumers to shop online, having particular significance in shedding light on the Asian “e-commerce Miracle.”</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Social implications</jats:title>
<jats:p>This study found that Singles’ Day purchase intention is dependent on online shopping festival atmosphere stimuli, Confucian values and their interaction. Marketing researchers should consider both online shopping festival atmosphere as a marketing tool and the influence of consumer cultural values, so as to help e-commerce platforms and e-commerce merchants establish shopping festival marketing strategies that suit consumers’ cultural values.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This paper addressed an interesting practical issue related to the effects of online shopping festival atmosphere stimuli and cultural values on consumer online purchase intention.</jats:p>
</jats:sec>