The Information of Customer’s Emotional Contagion at Atmosphere of the Festival Situation

Huang, Hui-Hsin

doi:10.11648/j.ijics.20170204.12

Cited by 3 publications

(4 citation statements)

References 5 publications

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“…Shopping atmosphere and environment are important factors driving consumers' shopping behavior (Baker et al, 2002). Huang (2017) claimed that festival atmosphere is even more influential than product itself for consumers' purchase decision.…”

Section: Perceived Categories Richness Of Promotion (Pcrp) Stimulates Participation Intentionmentioning

confidence: 99%

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

Chen

2020

IMDS

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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.

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Section: Perceived Categories Richness Of Promotion (Pcrp) Stimulates Participation Intentionmentioning

confidence: 99%

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

Chen

2020

IMDS

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“…Atmosper merupakan sebagai alat pemasaran yang penting (Kolter, 1973). Suatu suasana festival lebih berpengarunga dari pada produk itu sendiri yang mencipkakan berkeputusan untuk melakukan pembelian (Huang, 2017). Dukungan dan kehadiran sosial secara positif berhubungan dengan swift guanxi dan kepercayaan yang selanjutnya akan mengarah pada niat pembelian kembali dan niat berbagi sosial oleh konsumen (Fan et al, 2019).…”

Section: Perceived Contagiousness Of Mass Participationunclassified

“…Berdasarkan hasil pengujian hipotesis ke empat yaitu perceived contagiousness of mass participation mampu memberikan pengaruh terhadap niat partisipasi dalam mengikuti promo Shopee 9.9 Super Shopping Day. Oleh karena itu pada pernyataan di atas dapat diartikan bahwa H4 didukung, yang dimana pernyataan tersebut juga sejalan dengan penelitian sebelumnya (Kotler, 1973;Huang, 2017;Fan et al, 2019;Lee et al, 2011) yang menyatakan serta menjelaskan bahwa konsumen dipengeruhi oleh media dan partisipasi orang lain dan disekitar pada saat promosi festival belanja online terutama seperti teman, kolega, teman sekelas, tetangga, maupun kerabat. Berdasarkan hasil pengujian H5 yaitu perceived contagiousness of mass participation tidak mampu memoderasi terhadap variabel perceived temptation of price promotion.…”

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Pengaruh Promosi 9.9 Super Shopping Day terhadap Niat Partisipasi Pengguna Shopee

Febrian

Tunjungsari

2022

JMK

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Tujuan dari penelitian ini adalah untuk menguji pengaruh perceived temptation of price promotion, perceived fun of promotion activities, perceived categories richness of promotion dan perceived contagiousness of mass participation terhadap niat partisipasi serta menguji efek moderasi pada variabel perceived contagiousness of mass participation terhadap perceived temptation of price promotion, perceived fun of promotion activities dan perceived categories richness of promotion. Populasi dari penelitian ini adalah berjumlah 205 sample penelitian yang terdiri dari 89 responden yang berjenis kelamin laki-laki dan 116 berjenis kelamin perempuan yang turut berpartisipasi dalam promosi 9.9 Super Shopping Day. Metode penelitian yang digunakan dalam penelitian ini adalah convenience sampling dengan melakukan penyebaran kuesioner secara online yang kemudian data yang sudah didapatkan lalu diolah menggunakan SmartPLS 3.2.9. Hasil dari penelitian ini adalah perceived temptation of price promotion, perceived fun of promotion activities, dan perceived contagiousness of mass participation mempengaruhi niat partisipasi sedangkan perceived categories richness of promotion tidak dapat memengaruhi niat partisipasi. Lalu perceived contagiousness of mass participation dapat memoderasi perceived categories richness of promotion sedangkan perceived contagiousness of mass participation tidak dapat memoderasi perceived temptation of price promotion, perceived fun of promotion activities. The purpose of this study was to examine the effect of perceived temptation of price promotion, perceived fun of promotion activities, perceived categories richness of promotion and perceived contagiousness of mass participation on participation intentions and to examine the moderating effect of perceived contagiousness of mass participation on perceived temptation of price. promotion, perceived fun of promotion activities and perceived categories richness of promotion. The population of this study was 205 research samples consisting of 89 respondents who were male and 116 female who participated in the promotion of 9.9 Super Shopping Day. The research method used in this study is convenience sampling by distributing online questionnaires, then the data that has been obtained and then processed using SmartPLS 3.2.9. The results of this study are the perceived temptation of price promotion, perceived fun of promotion activities, and perceived contagiousness of mass participation affect participation intentions, while perceived categories richness of promotion cannot influence participation intentions. Then perceived contagiousness of mass participation can moderate the perceived categories of richness of promotion while perceived contagiousness of mass participation cannot moderate the perceived temptation of price promotion, perceived fun of promotion activities.

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“…Such versatility provides individuals with an immersive and non-routine event experience (Kirillova et al , 2014). Festival atmosphere is more influential than the product itself in the purchase decision (Huang, 2017).…”

Section: Theoretical Basis and Research Hypothesismentioning

confidence: 99%

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

Chen

2019

APJML

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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, especially Confucian values, on Chinese consumers’ purchase intention in Singles’ Day Online Shopping Festival. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications 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.” Social implications 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. Originality/value 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.

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The Information of Customer’s Emotional Contagion at Atmosphere of the Festival Situation

Cited by 3 publications

References 5 publications

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

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

Pengaruh Promosi 9.9 Super Shopping Day terhadap Niat Partisipasi Pengguna Shopee

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

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