Do Customers Really Get Tired of Double Eleven Global Carnival? An Exploration of Negative Influences on Consumer Attitudes toward Online Shopping Website

Abstract

The total turnover of Double Eleven Global Carnival on Tmall is RMB 213.5 billion on November 11th in 2018. Behind the great success, various sales promotions are significant. However, not all sales promotions have only good effects, some of them will have negative influences on consumers, resulting in some consumers’ dislike to online shopping website. Based on the grounded theory, we conducted a qualitative analysis of the viewpoints of 123 consumers who dislike the double 11 shopping carnival. After coding, we found that the complex rules of promotion, fake discounts, compelling marketing, disadvantages of goods/services might have caused consumers’ aversion to shopping festival. But this negative situation is not common. The study used linear regression to analyze data collected from 156 Chinese respondents, exploring the impact of sales promotions’ negative factors on consumer attitudes. We found that (1) negative influences of the double eleven sales promotion have no significant impact on consumers’ attitudes towards the website; (2) AW (attitude toward website) as well as SS (sales promotion satisfaction) have significant impact on AS (attitude toward sales promotion).