Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

Zhao, Xiaqing; Hooi, Lai Wan

doi:10.1504/ijemr.2017.10004288

Cited by 4 publications

(5 citation statements)

References 17 publications

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“…It is an indicator of consumers' willingness to make a purchase, the extent of effort they plan to exert, and their likeliness to exert a specific behavior (Arruda Filho et al, 2020). PI is measured in terms of three dimensions: platform selection, repurchase, and recommendation intention (Zhao and Wan, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

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How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Cao,

Wang

2024

BFJ

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PurposeThe purpose of this study is to test the impact of time and price sensitivity on consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms and explore the moderating effect of purchase preference on time sensitivity and satisfaction, as well as price sensitivity and satisfaction, in order to guide market pricing.Design/methodology/approachA structural equation model (SEM) of customer purchase intention was constructed, and the relationships between the variables (time sensitivity, price sensitivity, satisfaction and purchase intention) were examined. The completed questionnaires of 349 respondents were collected from the Questionnaire Star platform in China. The research model and hypotheses were then tested. Analytic hierarchy procedure was used to determine the moderating effect of purchase preference. Finally, the study proposes a pricing strategy for customer-active selective services.FindingsSatisfaction positively influences purchase intention, and price sensitivity significantly increases satisfaction and further increases purchase intention; however, time sensitivity negatively affects satisfaction. Specifically, purchase preference has strongly moderated the relationship between time, price sensitivity and satisfaction. In addition, the findings show that when purchase preference is high, the effect of price sensitivity on satisfaction is stronger, suggesting the importance of purchase preference in strengthening purchase intentions. The research work recommends a pricing strategy involving value-added pricing primarily for time-sensitive customers, which can help build a high-end brand image and reduce price competition. Reduced pricing is mainly for price-sensitive customers, which is conducive to stimulating consumption within a specific time. This pricing strategy is important for adjusting market sensitivity and flexibility.Originality/valueThis research provides new ideas for related disciplines and guidance for the differentiated pricing and promotion of takeout platforms, as well as a theoretical basis for the diversified development of takeout platforms, improvement of personalized service quality and enhancement of customer stickiness. This study fills gaps in the existing literature on the moderating effect of purchase preference on time sensitivity and satisfaction and price sensitivity and satisfaction.

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Section: Literature Reviewmentioning

confidence: 99%

“…, 2020). PI is measured in terms of three dimensions: platform selection, repurchase, and recommendation intention (Zhao and Wan, 2017). Satisfaction (SAT)…”

Section: Literature Reviewmentioning

confidence: 99%

How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Cao,

Wang

2024

BFJ

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“…Price promotion is the most common form, which refers to using price information to stimulate consumer purchases. It can be through direct discounts, coupons, and other methods (Ailawadi et al, 2001; Chandon, 1995; Zhao & Wan, 2017). Price promotion has a more meaningful impact on consumer decisions compared to non‐price promotion methods such as lottery and giveaways (Chen & Li, 2021; Kotler, 2000).…”

Section: Literature Reviewmentioning

confidence: 99%

Promoting end‐of‐season low‐carbon product through online retailing channel under different cooperation strategies

Wu,

2023

Manage Decis Econ

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This paper considers the cooperation strategies in an online selling low‐carbon supply chain (OSLCSC). To promote the end‐of‐season low‐carbon product, the manufacturer in OSLCSC establishes a promotional online retailing channel based on a co‐operative agency sales format. Three possible collaboration strategies are considered. We examine the final cooperative equilibrium and find that from an environmental perspective, cooperation between the retailer and manufacturer can always promote ecological benefits. But from an economic perspective, the retailer and manufacturer will cooperate when the revenue‐sharing rate is high. In contrast, the retailer and manufacturer are always an incentive to partner with the platform. Furthermore, all the OSLCSC players could achieve a Pareto optimal in the three cooperation strategies under certain conditions. Additionally, we reveal that a high revenue‐sharing rate makes the retailer more beneficial when OSLCSC players do not cooperate. Lastly, we obtain that each cooperative strategy may be the ultimate equilibrium, depending mainly on the revenue‐sharing rate and customers' evaluation ratio of the online direct sales channel over online retailing channel.

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“…The e-commerce shopping festivals have made a big splash these years and have become national promotional festivals to stimulate national consumption during the economic downturn. Academics have provided a more theoretical explanation for the mechanism behind consumer behavior during online shopping festivals, like on "double eleven" and "Black Friday", a significant e-commerce holiday in foreign countries [1][2][3]19].…”

Section: Participation In the Shopping Festivalmentioning

confidence: 99%

“…Due to the success of shopping festival promotional strategies, academics and businesses have all realized its extraordinary benefit as an important marketing strategy. Scholars have elaborated the theoretical basis of consumer behavior in online shopping festivals, including the explanation of the research on the formation of consumer purchasing behavior in online shopping festivals such as "Double 11" and "Cyber Monday", and explored the effectiveness of online promotion strategies [1][2][3][4]. But there is no research on the effects of specific promotional strategies on consumers with different characteristics.…”

Section: Introductionmentioning

confidence: 99%

Study on Influencing Factors of Consumer Engagement and Effect of Time Pressure in Chinese Online Shopping Festival

Xie

2023

EHSS

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The purpose of this study is to examine the impact of promotional product characteristics, environmental factors, and personal shopping preferences on shoppers' participation in online shopping events. As the background of the study is the e-commerce shopping festival "618", an S-O-R model is constructed by adding the moderating effect of consumers' internal organismal psychological activities. Using SPSS and AMOS software to analyze the data of 255 questionnaires, it is found that the diversity of products, the infectivity of the environment and the impulse of online shopping have obvious positive effects on "618" and other shopping festivals. In addition, we found that time pressure, a moderating variable, moderates the effect of product diversity on participation. The influence of product richness on participation can be regulated positively by time pressure, while online shopping impulsivity can be weakened by it, while environmental contagiousness can’t be controlled by it. In the context of economic downturn, it is meaningful to figure out how to stimulate online shopping engagement which is the main way of boosting economic growth these years.

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Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

Cited by 4 publications

References 17 publications

How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Promoting end‐of‐season low‐carbon product through online retailing channel under different cooperation strategies

Study on Influencing Factors of Consumer Engagement and Effect of Time Pressure in Chinese Online Shopping Festival

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