The Effect of Online Shopping Festival Promotion Strategies on Consumer Participation Intention and the Moderating Role of Personal Characteristics

Abstract

Abstract: Online shopping festivals are characterized by gathering promotions to create a consumer shopping atmosphere. Exploring how environmental stimuli affects consumers' participation intention is beneficial for e-commerce platforms and merchants to improve their online shopping festival marketing strategies. This study conceptualizes the stimuli of online shopping festivals from four dimensions:perceived temptation of sales promotion, categories richness of promotion, fun of sales activities and perceived contagiousness of mass participation. Based on the Stimulus-Organism-Response (S-O-R) theory, this study constructs an influencing factors model of consumer participation intention in online shopping festival based on a 495-questionnaire survey of young people, and uses structural equation model for hypotheses testing. The results show that perceived temptation of sales promotion, perceived categories richness of promotion, perceived contagiousness of mass participation and perceived fun of sales activities positively affect participation intention, and consumers' gender, age and monthly income play a moderator role in the impact of environmental stimuli on participation intention.

Key words: online shopping festival, promotion strategies, stimulus-response theory, personal characteristics, participation intention

Chen Chuanhong, Li Xueyan. The Effect of Online Shopping Festival Promotion Strategies on Consumer Participation Intention and the Moderating Role of Personal Characteristics[J]. Management Review, 2021, 33(3): 159-169.

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