Drivers of purchase behavior and post-purchase evaluation in the Singles’ Day promotion
ISSN: 0736-3761
Article publication date: 8 July 2019
Issue publication date: 9 September 2019
Abstract
Purpose
The purpose of this study is to examine the strategies used by consumers to control themselves in the Singles’ Day promotion. It also examines how promotion and social influence affect consumers’ purchase behavior and post-purchase evaluation.
Design/methodology/approach
A mixed methods approach including a quantitative study (N = 480) and a follow-up qualitative study (N = 35) was conducted to verify the hypotheses and provide deeper insights.
Findings
This study demonstrates that consumers allocate in-store slack in shopping budgets to restrict unplanned purchases and in-store slack is positively related to post-purchase evaluation. Social influence, which helps consumers rationalize purchase decisions, has positive effects on planned purchases and post-purchase evaluation. Both promotion strength and promotion range moderate the relationship between in-store slack and unplanned purchases.
Originality/value
Most studies investigate how promotion designs affect consumers’ in-store decision-making. This study focuses on the Singles’ Day promotion in China and examines the tactics consumers use to control purchase behavior in the promotion.
Keywords
Acknowledgements
This work was supported by a grant from the National Social Science Foundation of China (No. 17AGL026).
Citation
Wang, L., Yan, Q. and Chen, W. (2019), "Drivers of purchase behavior and post-purchase evaluation in the Singles’ Day promotion", Journal of Consumer Marketing, Vol. 36 No. 6, pp. 835-845. https://doi.org/10.1108/JCM-08-2017-2335
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited