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

Chuanhong Chen (School of Management, South-Central University for Nationalities,Wuhan, China)
Xueyan Li (School of Sociology, Central China Normal University, Wuhan, China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 17 July 2020

Issue publication date: 2 December 2020

4845

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Acknowledgements

This paper is supported by Humanities and Social Sciences of Ministry of Education Planning Fund of China (No. 19YJA630005) and “the Fundamental Research Funds for the Central Universities”, South-Central University for Nationalities (Grant Number. CSY20002).

Citation

Chen, C. and Li, X. (2020), "The effect of online shopping festival promotion strategies on consumer participation intention", Industrial Management & Data Systems, Vol. 120 No. 12, pp. 2375-2395. https://doi.org/10.1108/IMDS-11-2019-0628

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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