Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions

Han Yu, Rong Zhang and Bin Liu
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Han Yu: School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China
Rong Zhang: Research Center of Logistics, Shanghai Maritime University, Shanghai 201306, China
Bin Liu: School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China

Sustainability, 2018, vol. 10, issue 12, 1-18

Abstract: The development of online shopping carnivals (OSCs) is in full bloom due to the support of logistics industry and information technology. More and more people are keen to participate in them. This study contributes to literature by exploring the role of motivational factors (based on utilitarian and hedonic shopping values dimension) of the intention to participate in the actual purchase behavior of consumers and their shopping well-being in OSC. A model is developed and tested to explain consumers’ shopping process in the context of OSC. Results show that hedonic shopping values are primarily influenced by entertainment construct, and utilitarian shopping values are positively related to monetary saving, selection, and convenience. Furthermore, the correlation between hedonic shopping value and intention to participate is higher than that between utilitarian shopping value and intention to participate. The findings indicate that intention to participate in OSC exerts a stronger influence on shopping well-being than the effect on actual purchases.

Keywords: online shopping carnival; utilitarian; hedonic; shopping well-being (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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