Research On Consumers’ Behavior In Online Shopping Festival

Based on the electricity sales and public consumption psychology during the online shopping festival, the research studies the consumers’ motivations, actions, evaluations, and continuous participation intention from the perspective of the consumers’decision making process. And we further reveal the reasons that consumers participate in the online shopping festival.First of all, motivation theory is used to explain the consumer participation behavior in the online shopping festival. The study found that three motivation factors have a significant impact on participation actions in online shopping festival except for the relationship between utilitarian motivation and interaction. By comparing the path coefficients, we found that hedonic motivation has a stronger influence on consumers’ participation action than utilitarian motivation and social influence. The difference implies that customers are more motivated by considering the participation of online shopping holiday as an enjoyment experience.Second, consumers’participation actions during the online shopping festival play a vital role in perceived evaluation, and enhance the consumers’evaluation. We found that preparation actions have a more significant influence on consumers’evaluations on online shopping festival except for the impact of purchasing on relationship evaluation. Through the comparison among the path coefficients, we found that the preparation action has a more significant influence on evaluation of perception. Although the preparation action, searching, purchasing, and interaction are the predictors of economical evaluation, the results present that preparation action has more significant influence on economical evaluation. In term of the psychological evaluation and social relationship evaluation, the interaction shows the stronger influence.Finally, the participation intention on the online shopping festival in the future is also studied. The results present that economic, psychological, and relationship evaluations turned out to have a significant impact on consumers’continuous participation intention. Moreover, psychological evaluation has a stronger path coefficient than other two constructs.The dissertation comprehensively examines consumers’ decision making process in online shopping festival, which provides a more understanding of the participation behavior on the online shopping festival. In addition, the related theories from multiple filed are adopted, which provides the rich research perspectives for the online shopping festival and extends the original research situation. Moreover, to some extent, the study enriches the insufficiency of the current research on online shopping festival, providing improvement measures and suggestions for marketing and operations.