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Study on the influencing factors of unplanned consumption in a large online promotion activity

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Abstract

Large online promotion activities are different from traditional online marketing activities. Issues about consumer behavior in large online promotion activities deserve further discussion. Via consumer surveys before and after the “Double 11” promotion on Taobao.com, we studied the unplanned consumption and its influencing factors (promotion, time pressure, social environment (SE), in-store slack) based on the SOR model and theories of self-regulation. The results show that consumers allocate in-store slack in their shopping budget as a strategy of controlling unplanned consumption. Promotion range, preparation time, SE and in-store slack have effects on unplanned consumption. Actual shopping time and preparation time moderate the relationship between in-store slack and unplanned consumption. Actual shopping time attenuates the relationship between in-store slack and unplanned consumption, while preparation time strengthens the relationship between in-store slack and unplanned consumption. Managerial implications are also discussed based on the research.

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Acknowledgments

The research was supported by Program for New Century Excellent Talents in University (NCET-11-0597) and Beijing Philosophy and Social Science Planning Project (13KDB011).

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Authors and Affiliations

  1. Beijing University of Posts and Telecommunications, Post Box 295, # 10 Xitucheng Road, Haidian District, Beijing, 100876, People’s Republic of China

    Qiang Yan

  2. Beijing University of Posts and Telecommunications, Post Box 164, # 10 Xitucheng Road, Haidian District, Beijing, 100876, People’s Republic of China

    Lingli Wang

  3. School of Economics and Management, Beijing University of Posts and Telecommunications, # 10 Xitucheng Road, Haidian District, Beijing, 100876, People’s Republic of China

    Wenjing Chen

  4. University of California, Los Angeles, Boelter Hall 3732J, 420 Westwood Plaza, Los Angeles, CA, 90095, USA

    Junghoo Cho

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  1. Qiang Yan
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  4. Junghoo Cho
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Corresponding author

Correspondence to Lingli Wang.

Appendix

Appendix

1.1 The questionnaire in the first survey

1.1.1 A survey about shopping in the “Double 11” promotion (A)

We are researchers in Beijing University of Posts and Telecommunications and the survey is conducted to learn about consumers’ shopping plans for the “Double 11” promotion carried on November 11th, 2013. The questionnaire includes two sections. Please answer these questions independently and answers can be submitted at least 10 min later. Thank you for your time and attention.

1.2 The questionnaire in the second survey

1.2.1 A survey about shopping in the “Double 11” promotion (B)

We are researchers in Beijing University of Posts and Telecommunications and the survey is conducted to collect consumers’ consumption information in the “Double 11” promotion carried on November 11th, 2013. Please answer these questions independently and answers can be submitted at least 10 min later. Thank you for your time and attention.

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Yan, Q., Wang, L., Chen, W. et al. Study on the influencing factors of unplanned consumption in a large online promotion activity. Electron Commer Res 16, 453–477 (2016). https://doi.org/10.1007/s10660-016-9215-x

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  • DOI: https://doi.org/10.1007/s10660-016-9215-x

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