Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z

Woo Bin Kim, Jiali Xie and Ho Jung Choo

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: The marketing success of online shopping festivals (OSFs) has captured the attention of consumers. However, research on the effects of perceived benefits during OSFs is scarce. This study examines the effects of five perceived benefits on affective commitment to and advocacy for Vietnamese OSFs. Data were collected from young Vietnamese consumers (n = 245) through an online survey company. The collected data were analyzed using SPSS 26.0 for descriptive statistics, frequency analysis, and reliability analysis. AMOS 22.0 was used for confirmatory factor analysis and structural equation modeling analysis. The results show that high levels of price, product, recreational, and social benefits increase affective commitment, thus increasing consumers’ advocacy intentions for OSFs. Generational differences are also examined. Interestingly, the convenience benefit of OSFs is a positive factor that increases affective commitment only for Millennials. The recreational and social benefits of OSFs are determinants of affective commitment across generations. The findings enrich the literature on OSF participation in Southeast Asia.

Keywords: Online shopping festival; Perceived benefits; Affective commitment; Advocacy intention; Social exchange theory; Generational cohort theory (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002813

DOI: 10.1016/j.jretconser.2023.103530

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