Online Impulse Buying on “Double Eleven” Shopping Festival: An Empirical Investigation of Utilitarian and Hedonic Motivations

Akram, Umair; Peng, Hui; Khan, Muhammad Kaleem; Hashim, Muhammad; Qiu, Yixin; Zhang, Ying

doi:10.1007/978-3-319-59280-0_56

Cited by 22 publications

(27 citation statements)

References 30 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Verhagen and van Dolen (2011) [11] proposed an emotion-action tendency link and showed that emotions led to consumption action tendencies. This structure has been shown to be robust in many consumer emotions studies [7,8], such as has its impact on user purchasing decisions [4], and loyalty [18]. Over the past two decades, cognitive emotion theory has become an important research framework that underlies most existing models of investigating emotion.…”

Section: Cognitive Emotion Theory (Cet)mentioning

confidence: 99%

“…CET indicates that beliefs and desires are taken to be basic kinds of mental states, and suggests that people's decision-making process is proceeded by three sub-processes: Cognition, emotion, and behavior [11]. The cognitive stage refers to an individual's mental state of information processing through a series of cognitive activities [4]. In the emotional perception stage, an individual's mental state results from the cognitive evaluation of events or thoughts.…”

Section: Cognitive Emotion Theory (Cet)mentioning

confidence: 99%

“…Through changing consumers' shopping behaviors, promoting mini and micro firms and most importantly, stimulating consumption, the emergence of GOSC not only provides a viable direction for policymakers in China to realize the sustainable economic growth, but also has attracted the attention of scholars in the field of psychology and consumer behaviors. The existing research mainly concentrates on two aspects: (1) From the institutional perspective, the organization strategy and establishment process of e-commerce platform have been investigated [2]; (2) exploring the mechanistic relationship between socio-economic or psychological factors and particular consumer behaviors in a GOSC, including informational incentives [3], utilitarian and hedonic motivations [4], etc. However, this strand of literature only applied the existing theoretical framework that has been commonly used to the general e-commerce studies, and has yet highlighted the notable "emotional" features of GOSC.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

View full text Add to dashboard Cite

There is a great deal of interest concerning how e-commerce in China can be developed in sustainable ways. Answering this question requires not only the strategic management at the aggregate level, but also developing a micro framework that can effectively understand the cognitive-behavioral pathway of consumers in various online contexts. This paper focuses on the “Double Eleven” Global Online Shopping Carnival (GOSC) in China and attempts to investigate the determinants of consumers’ behaviors of shopping platform usage. The distinguishing feature of this study is that we define GOSC as a unique scenario compared to normal online shopping context, where consumers’ emotional state towards such an event plays a larger role in determining behaviors. Based on Cognitive Emotion Theory (CET), the main findings of this paper suggest that (1) consumers’ behaviors of online platform usage can be affected by both cognitions related factors, including price value, gamification and personalized services, and by emotional state such as having arousal and being pleasured; (2) cognition has an effect on emotional state, such as the positive effect of price value on arousal and pleasure or gamification on arousal. Our study, therefore, has highlighted a number of key points to the sustainable development of GOSC. Limitations and further research directions are also discussed.

show abstract

Section: Cognitive Emotion Theory (Cet)mentioning

confidence: 99%

Section: Cognitive Emotion Theory (Cet)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Wang

Zhao

2020

Sustainability

View full text Add to dashboard Cite

show abstract

“…Yuan, Chong, Krilavičius, and Man [5] suggested that perceived benefits, risks, and trust influence Chinese customers' attitude and purchasing intention toward OSC. Akram et al [6] investigated the relationship between hedonic, utilitarian web browsing and online impulse buying behavior in OSC. Geng, Wang, and Li [7] established an evaluation system and model to explore the satisfaction of college students with OSC.…”

Section: Introductionmentioning

confidence: 99%

Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions

Zhang

Liu

2018

Sustainability

View full text Add to dashboard Cite

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.

show abstract

“…Consumers displaying goal-oriented search behaviour seek information about the products they wish to buy. Such 'rational and goal-oriented' behaviour is considered a utilitarian purchasing motivation (Akram et al, 2017). In contrast, consumers displaying exploration-oriented search behaviour have no clear purchasing plans; rather, they seek products to fulfil their emotional desires.…”

Section: Ewom On Smss and Marketingmentioning

confidence: 99%

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

ALNefaie

Khan

Muthaly

2019

IJBFMI

View full text Add to dashboard Cite

This study seeks to investigate the appropriateness of an eclectic model based on factors that influence Saudi consumers' electronic word of mouth (eWOM)-seeking intentions on bloggers' YouTube channels. There is a lack of understanding about eWOM-seekers' motivations for engaging in this behaviour. This study focuses on utilitarian and hedonic motivations and explores the factors related to the social and cultural elements that influence eWOM-seeking intentions. The study implements a two-phase mixed-method approach, including a qualitative and observational netnographic method. An online questionnaire is used to test the relationships among the variables in the study's conceptual framework. A total of 210 usable responses to the questionnaire were received. The data was analysed using the partial least squares (PLS) technique. The findings indicate that the availability of information and purchasing intentions developed through utilitarian motivations have the most significant influence on eWOM-seeking intentions. The managerial implications and limitations of this study and recommendations for future study are given in the conclusion hereto.

show abstract

Online Impulse Buying on “Double Eleven” Shopping Festival: An Empirical Investigation of Utilitarian and Hedonic Motivations

Cited by 22 publications

References 30 publications

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

Contact Info

Product

Resources

About