The effect of online shopping festival promotion strategies on consumer participation intention

Abstract

PurposeThe 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.Design/methodology/approachThis 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.FindingsThe 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.Originality/valueThis 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.

The Role of Consumers’ Perceived Risk and Sales Promotion Towards Consumers’ Intention to Visit in the Fast-Food Restaurant Sector During the Current COVID-19 Pandemic

“…All of the remaining data then were analysed using PLS-SEM method using SmartPLS 3.2.8 software. Furthermore, in regard with the indicators of the questionnaires used in this study, a total of 9 indicators explaining 3 (three) different variables were utilized, in which three indicators explain the variable of consumers' perceived risk [3], three indicators explain the variable of sales promotion [4], and the remaining three indicators explain the variable of consumers' intention to visit [5][8] [11].…”

“…Promotion could be defined or understood as any kinds of special offers which are provided by a company, in which such offers will give consumers extra value of buying a product or service from the company [4]. Furthermore, sales promotion could be understood as company's promotional strategies which specifically aims to increasing the number of consumers who will visit and buy the products from the company, which in turns will boost the company's revenue in long-term [9].…”

“…Consumers' Intention to Visit could be understood as consumers' motivation and desire to visit a place, store or company, not only in order to experience the environment of the places, but also in order to buy products or services from the place or store [4] [5]. Furthermore, intention to visit, which was actually a variable derived from purchase intention, could also be understood as consumers' willingness to spend some costs in order to physically visit a place in order to fulfil their desire in getting either a product or service offered by the company [6][7] [8].…”

“…Previous study conducted in the US dental sector had found that the implementation of sales promotion (in form of coupon) could bring a significant impact toward people or consumers' intention to visit and re-visit the same place when consumers would like to get the same products or services in the future [9]. Furthermore, another study had also found that there's a significant effect of price promotion in affecting consumers' intention to visit and participate in a festival held in China [4]. Based on these previous studies, authors would like to post the following hypothesis:…”

Factors affecting customer satisfaction on online shopping holiday

“…Promotion activities for SD in China have grown larger year after year stimulating consumer enthusiasm (Chen and Li, 2020). Consequently, consumers' expectations toward products and services on SD shopping festivities have been constantly rising.…”