A Mixed-method-based Research on Consumers' Purchase Intention at Double 11 Online Shopping Carnival: Affective and Cognitive Perspectives

Abstract

Abstract: Since its rapid development from 2009, the Double 11 Online Shopping Carnival has attracted wide attention from industry and academia in recent years. This paper takes the topic of how important factors affect consumers' purchase intention through affective and cognitive involvement in the context of Double 11 Online Shopping Carnival, and adopts a mixed method that combines case study with quantitative study. In the case study, through 34 in-depth interviews, 4 factors affecting consumers' intention to participate in Double 11 Online Shopping Carnival are summarized, namely, perceived information credibility, familiarity, festival atmosphere and interactivity. In the quantitative research, a cognitive-affective involvement motivation model is constructed and a quantitative analysis on the questionnaires of 213 participants is conducted. This paper reveals that consumers' cognitive involvement and affective involvement are important predictors of their purchase intention at Double 11. Perceived information credibility, festival atmosphere and interactivity have significant positive effects on cognitive involvement and affective involvement, while familiarity only has an effect on affective involvement. The conclusions of this paper support and expand the applicability of cognition and emotion related theories in the context of Double 11, propose and explain the new connotation of the two constructs of festival atmosphere and interactivity in the context of Double 11. We also provide practical suggestions for e-commerce platforms to develop online shopping carnival strategies, such as emphasizing the festival atmosphere, strengthening interaction, understanding and satisfying consumers from both cognitive and affective perspectives.

Key words: online shopping carnival, cognition, affect, purchase intention, research in mixed method

Shiau Wenlung, Yuan Ye, Shi Puxi, Ouyang Taohua. A Mixed-method-based Research on Consumers' Purchase Intention at Double 11 Online Shopping Carnival: Affective and Cognitive Perspectives[J]. Management Review, 2024, 36(1): 161-174.

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