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

  • Ruo Yang
  • Yongzhong YangEmail author
  • Mohsin Shafi
  • Xiaoting Song
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1002)


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).


E-commerce Double eleven global carnival Consumer attitudes 



This study was supported by the Key Project of the National Social Science Fund(18AGL024).


  1. 1.
    Al-Debei, M.M., Akroush, M.N., Ashouri, M.I.: Consumer attitudes towards online shopping: the effects of trust, perceived benefits, and perceived web quality. Internet Res. 25(5), 707–733 (2015)CrossRefGoogle Scholar
  2. 2.
    Chandon, P., Wansink, B., Laurent, G.: A benefit congruency framework of sales promotion effectiveness. J. Mark. 64(4), 65–81 (2000)CrossRefGoogle Scholar
  3. 3.
    Crespo-Almendros, E., Del Barrio-García, S.: Online airline ticket purchasing: influence of online sales promotion type and internet experience. J. Air Transp. Manag. 53, 23–34 (2016)CrossRefGoogle Scholar
  4. 4.
    Foubert, B., Breugelmans, E., et al.: Something free or something off? a comparative study of the purchase effects of premiums and price cuts. J. Retail. 94(1), 5–20 (2018)CrossRefGoogle Scholar
  5. 5.
    Glaser, B.G., Strauss, A.L., Strutzel, E.: The discovery of grounded theory; strategies for qualitative research. Nurs. Res. 17(4), 364 (1968)CrossRefGoogle Scholar
  6. 6.
    Jallow, H., Dastane, O.: Effect of sales promotion schemes on purchase quantity: a study of Malaysian consumers (2016)Google Scholar
  7. 7.
    Kwahk, K.Y., Kim, B.: Effects of social media on consumers’ purchase decisions: evidence from taobao. Serv. Bus. 11(4), 803–829 (2017)CrossRefGoogle Scholar
  8. 8.
    Lee, W.H.: Effects of conditional sales promotion tactics on consumers’ feelings of unfairness. J. Promot. Manag. 22(3), 301–320 (2016)CrossRefGoogle Scholar
  9. 9.
    Mpinganjira, M.: An investigation of customer attitude towards online stores. Afr. J. Sci., Technol., Innov. Dev. 8(5–6), 447–456 (2016)CrossRefGoogle Scholar
  10. 10.
    Riley, L., Mili, S., et al.: Using qualitative methods to understand physical activity and weight management among Bangladeshis in New York city, 2013. Prev. Chronic Dis. 13, E87 (2016)Google Scholar
  11. 11.
    Rodda, S.N., Hing, N., et al.: Behaviour change strategies for problem gambling: an analysis of online posts. Int. Gambl. Stud. 18(3), 420–438 (2018)Google Scholar
  12. 12.
    Sarkar, S., Khare, A.: Moderating effect of price perception on factors affecting attitude towards online shopping. J. Mark. Anal. 5(2), 68–80 (2017)CrossRefGoogle Scholar
  13. 13.
    Weiwei, T.: When online shopping becomes a habit - a brief analysis of the survey report on online shopping users in China in 2015. China Stat. 2, 15–17 (2016)Google Scholar
  14. 14.
    Wittenberg-Lyles, E., Washington, K., et al.: “It is the ‘starting over’ part that is so hard”: Using an online group to support hospice bereavement. Palliat. Support. Care 13(2), 351–357 (2015)CrossRefGoogle Scholar
  15. 15.
    Wu, W.Y., Quyen, P.T.P., Rivas, A.A.A.: How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience. Inf. Syst. E-Bus. Manag. 15(3), 689–715 (2017)CrossRefGoogle Scholar
  16. 16.
    Yang, Y.: An introduction to creative management. Econ. Manag. Publ. House (2018)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Ruo Yang
    • 1
  • Yongzhong Yang
    • 1
    Email author
  • Mohsin Shafi
    • 1
  • Xiaoting Song
    • 1
  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China

Personalised recommendations