Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China | Proceedings of Business and Economic Studies

<!DOCTYPE html> <html lang="en-US" xml:lang="en-US"> <head> <meta charset="utf-8"> <meta name="viewport" content="width=device-width, initial-scale=1.0"> <title> Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China | Proceedings of Business and Economic Studies </title> <meta name="generator" content="Open Journal Systems 3.1.2.0"> <meta name="gs_meta_revision" content="1.1"/> <meta name="citation_journal_title" content="Proceedings of Business and Economic Studies"/> <meta name="citation_journal_abbrev" content="1"/> <meta name="citation_issn" content="2209-265X"/> <meta name="citation_author" content="Yuchun Wu"/> <meta name="citation_author_institution" content="Central University of Finance and Economics, Beijing 102206, China"/> <meta name="citation_title" content="Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China"/> <meta name="citation_date" content="2021/08/27"/> <meta name="citation_volume" content="4"/> <meta name="citation_issue" content="4"/> <meta name="citation_firstpage" content="60"/> <meta name="citation_lastpage" content="64"/> <meta name="citation_doi" content="10.26689/pbes.v4i4.2387"/> <meta name="citation_abstract_html_url" content="https://ojs.bbwpublisher.com/index.php/PBES/article/view/2387"/> <meta name="citation_language" content="en"/> <meta name="citation_keywords" xml:lang="en" content="Online shopping carnival"/> <meta name="citation_keywords" xml:lang="en" content="Social currency"/> <meta name="citation_keywords" xml:lang="en" content="Purchase motivation"/> <meta name="citation_keywords" xml:lang="en" content="SIT"/> <meta name="citation_keywords" xml:lang="en" content="Conformity theory"/> <meta name="citation_pdf_url" content="https://ojs.bbwpublisher.com/index.php/PBES/article/download/2387/2185"/> <link rel="schema.DC" href="http://purl.org/dc/elements/1.1/" /> <meta name="DC.Creator.PersonalName" content="Yuchun Wu"/> <meta name="DC.Date.created" scheme="ISO8601" content="2021-08-27"/> <meta name="DC.Date.dateSubmitted" scheme="ISO8601" content="2021-08-02"/> <meta name="DC.Date.issued" scheme="ISO8601" content="2021-08-31"/> <meta name="DC.Date.modified" scheme="ISO8601" content="2021-08-30"/> <meta name="DC.Description" xml:lang="en" content="As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers."/> <meta name="DC.Format" scheme="IMT" content="application/pdf"/> <meta name="DC.Identifier" content="2387"/> <meta name="DC.Identifier.pageNumber" content="60-64"/> <meta name="DC.Identifier.DOI" content="10.26689/pbes.v4i4.2387"/> <meta name="DC.Identifier.URI" content="https://ojs.bbwpublisher.com/index.php/PBES/article/view/2387"/> <meta name="DC.Language" scheme="ISO639-1" content="en"/> <meta name="DC.Rights" content="Copyright (c) 2021 Proceedings of Business and Economic Studies"/> <meta name="DC.Rights" content=""/> <meta name="DC.Source" content="Proceedings of Business and Economic Studies"/> <meta name="DC.Source.ISSN" content="2209-265X"/> <meta name="DC.Source.Issue" content="4"/> <meta name="DC.Source.Volume" content="4"/> <meta name="DC.Source.URI" content="https://ojs.bbwpublisher.com/index.php/PBES"/> <meta name="DC.Subject" xml:lang="en" content="Online shopping carnival"/> <meta name="DC.Subject" xml:lang="en" content="Social currency"/> <meta name="DC.Subject" xml:lang="en" content="Purchase motivation"/> <meta name="DC.Subject" xml:lang="en" content="SIT"/> <meta name="DC.Subject" xml:lang="en" content="Conformity theory"/> <meta name="DC.Title" content="Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China"/> <meta name="DC.Type" content="Text.Serial.Journal"/> <meta name="DC.Type.articleType" content="Articles"/> <link rel="stylesheet" href="https://ojs.bbwpublisher.com/plugins/themes/default/libs/bootstrap/css/bootstrap.min.css" type="text/css" /><link rel="stylesheet" href="https://ojs.bbwpublisher.com/plugins/themes/default/libs/font-awesome/css/font-awesome.min.css" type="text/css" /><link rel="stylesheet" href="https://ojs.bbwpublisher.com/plugins/themes/default/styles/theme.css" type="text/css" /><link rel="stylesheet" href="https://ojs.bbwpublisher.com/public/site/sitestyle.css" type="text/css" /> </head> <body dir="ltr"> <header> <div class="sr-only">Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China</div> <nav class="navbar navbar-default container header-top"> <div class="container-fluid">  <div class="navbar-header"> <button type="button" class="navbar-toggle collapsed" data-toggle="collapse" data-target="#bs-example-navbar-collapse-1" aria-expanded="false"> <span class="sr-only">Toggle navigation</span> <span class="icon-bar"></span> <span class="icon-bar"></span> <span class="icon-bar"></span> </button> <a class="navbar-brand" href="/"> <img class="header-brand-image" alt="BBW Logo" src="https://ojs.bbwpublisher.com/plugins/themes/default/templates/images/logo.png"> </a> </div>  <div class="collapse navbar-collapse" id="bs-example-navbar-collapse-1"> <ul class="nav navbar-nav mobile-hide"> <li><a href="" target="_blank"><span class="fa fa-facebook"></span></a></li> <li><a href="" target="_blank"><span class="fa fa-twitter"></span></a></li> <li><a href="" target="_blank"><span class="fa fa-linkedin"></span></a></li> </ul> <ul class="nav navbar-nav mobile-show"> <li> <a href="http://ojs.bbwpublisher.com/index.php/PBES" >Home </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/current" >Current </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/archive" >Archives </a> </li> <li class="dropdown"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about" class="dorpdown-toggle" data-toggle="dropdown" aria-haspopup="true" aria-expanded="false" >About <span class="caret"></span> </a> <ul class="dropdown-menu"> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about" class="sub"> About the Journal </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/editorialTeam" class="sub"> Editorial Team </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/contact" class="sub"> Contact </a> </li> </ul> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/submissions" >Submissions </a> </li> </ul> <ul class="nav navbar-nav navbar-right"> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/user/register" >Register </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/login" >Login </a> </li> </ul> </div> </div> </nav> <div class="banner-logo-c container"> <div class="banner-logo"> <a href=" https://ojs.bbwpublisher.com/index.php/PBES/index "><span class="navbar-logo-text">Proceedings of Business and Economic Studies</span></a> </div> </div> </div> <div class="container mobile-hide" id="main-nav"> <nav class="navbar"> <div class="container-fluid"> <ul class="nav navbar-nav"> <li> <a href="http://ojs.bbwpublisher.com/index.php/PBES" >Home </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/current" >Current </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/archive" >Archives </a> </li> <li class="dropdown"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about" class="dorpdown-toggle" data-toggle="dropdown" aria-haspopup="true" aria-expanded="false" >About <span class="caret"></span> </a> <ul class="dropdown-menu"> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about" class="sub"> About the Journal </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/editorialTeam" class="sub"> Editorial Team </a> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/contact" class="sub"> Contact </a> </li> </ul> </li> <li> <a href="https://ojs.bbwpublisher.com/index.php/PBES/about/submissions" >Submissions </a> </li> </ul> </div> </nav> </div> </header> <div class="container" id="breadcrumb-nav"> <nav aria-label="breadcrumb"> <ol class="breadcrumb"> <li class="breadcrumb-item"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/index"> Home </a> </li> <li class="breadcrumb-item"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/archive"> Archives </a> </li> <li class="breadcrumb-item"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/view/255"> Vol 4 No 4 (2021): Proceedings of Business and Economic Studies </a> </li> <li class="breadcrumb-item active" aria-current="page"> Articles </li> </ol> </nav> </div> <div class="container page-article"> <div class="article-details"> <div class="page-header row"> <div class="col-lg article-meta-mobile"> <div class="article-details-issue-section large-screen badge badge-info">Articles</div> <h1 class="article-details-fulltitle" > Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China </h1> <div class="authors-string"> <span>Yuchun Wu</span> </div> </div> </div> <div class="row justify-content-md-center" id="mainArticleContent"> <div class="col-lg-3 order-lg-2" id="articleDetailsWrapper"> <div class="article-details-sidebar" id="articleDetails"> <div class="article-details-block article-details-cover"> <a href="https://ojs.bbwpublisher.com/index.php/PBES/issue/view/255"> <img class="img-fluid" src="https://ojs.bbwpublisher.com/public/journals/8/cover_issue_255_en_US.jpg"> </a> </div> <div class="article-details-block article-details-galleys article-details-galleys-sidebar"> <div class="article-details-galley"> <a class="btn btn-primary" style="margin-top:5px;width:120px;" href="https://ojs.bbwpublisher.com/index.php/PBES/article/view/2387/2185"> Download PDF </a> </div> </div> <form action="https://ojs.bbwpublisher.com/createxml.php" method="post" enctype="multipart/form-data"> <input type="hidden" name="journal" value="Proceedings of Business and Economic Studies" /> <input type="hidden" name="title" value="Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China" /> <input type="hidden" name="doi" value="10.26689/pbes.v4i4.2387" /> <input type="hidden" name="aaa" value="Yuchun Wu" /> <input type="hidden" name="ccc" value="Vol 4 No 4 (2021): Proceedings of Business and Economic Studies" /> <div class="weburl" style="display:none" name="weburl" > <input type="hidden" name="weburl" value="https://ojs.bbwpublisher.com/index.php/PBES/article/view?path="> </div> <input type="hidden" name="published" value="2021-08-30" > <input type="hidden" name="auto" value="Yuchun Wu" /> <input type="hidden" name="Keywords" value="Array " /> <div class="keyword" style="display:none" name="keyword"> <input type="hidden" style="display:none" name="keywords" value="Online shopping carnival,Social currency,Purchase motivation,SIT,Conformity theory" > </div> <div style="display:none" > $currentUrl="http://$_SERVER[HTTP_HOST]$_SERVER[REQUEST_URI]" <input type="hidden" style="display:none" name="urldom" value="https://ojs.bbwpublisher.com/index.php/PBES/article/view/2387" > </div> <input type="hidden" name="subject" value="Articles" /> <input type="hidden" name="Abstract" value="<p>As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers.</p>" /> <input type="hidden" name="References" value="[1] 2020, Report on E-commerce Industry During “Double Eleven” Global Online Shopping Carnival, Aurora Mobile.<br /> [2] Berger J, 2013, Contagious: Why Things Catch On, Simon & Schuster.<br /> [3] Babin BJ, Darden WR, Griffin M, 1994, Work and/or fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, vol.20, no.4, 1994, pp. 644-656.<br /> [4] Xiao X, Wang T, et al., 2017, Research on the Continuance of Social Media from a Social Influence Theory Perspective. Journal of Management Sciences in China, 20(11): 49-69.<br /> [5] Bearden WO, Netemeyer R G, Teel JE, 1989, Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4): 473-84.<br /> [6] Win MZ, Scholtiz RZ, 1998, Impulse Radio: How It Works. IEEE Communications Letter, 2(4): 36-8.<br /> [7] Daholakia UM, 2000, Temptation and Resilience: An Integrated Model of Consumption Impulse Formation and Enact. Psychology and Marketing, 17(11): 955-82.<br /> [8] Piron F, 1991, Defining Impulse Purchasing. Advances in Consumer Research, 18(1): 509-14.<br /> [9] Baker J, Parasuraman A, Gruwal D, et al., 2002, The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2): 120-41." /> <input type="hidden" name="Online" value="2209-265X" /> <input type="hidden" name="Print" value="2209-2641" /> <input class="btn btn-primary" type="submit" value="xml" style="border:none;width:120px;height:34px;background-color:#337ab7;border-color:#2e6da4;color:#fff;margin-top:5px;" /> </form> <div class="article-details-block article-details-keywords"> <h2 class="article-details-heading"> Keywords </h2> <div class="article-details-keywords-value"> <span>Online shopping carnival</span><br> <span>Social currency</span><br> <span>Purchase motivation</span><br> <span>SIT</span><br> <span>Conformity theory</span> </div> </div> <div class="article-details-block article-details-doi"> <h2 class="article-details-heading"> DOI </h2> <p><a href="https://doi.org/10.26689/pbes.v4i4.2387">10.26689/pbes.v4i4.2387</a></p> </div> <h5 class="published">Submitted : 2021-07-31</h5> <h5 class="published">Accepted : 2021-08-15</h5> <h5 class="published">Published : 2021-08-30</h5> </div> </div> <div class="col-lg-9 order-lg-1" id="articleMainWrapper"> <div class="article-details-main" id="articleMain"> <div class="article-details-block article-details-abstract"> <h2 class="article-details-heading">Abstract</h2> <p>As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers.</p> </div> <div class="article-details-block article-details-references"> <h2 class="article-details-heading"> References </h2> <div class="article-details-references-value"> <p>2020, Report on E-commerce Industry During “Double Eleven” Global Online Shopping Carnival, Aurora Mobile.</p> <p>Berger J, 2013, Contagious: Why Things Catch On, Simon & Schuster.</p> <p>Babin BJ, Darden WR, Griffin M, 1994, Work and/or fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, vol.20, no.4, 1994, pp. 644-656.</p> <p>Xiao X, Wang T, et al., 2017, Research on the Continuance of Social Media from a Social Influence Theory Perspective. Journal of Management Sciences in China, 20(11): 49-69.</p> <p>Bearden WO, Netemeyer R G, Teel JE, 1989, Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4): 473-84.</p> <p>Win MZ, Scholtiz RZ, 1998, Impulse Radio: How It Works. IEEE Communications Letter, 2(4): 36-8.</p> <p>Daholakia UM, 2000, Temptation and Resilience: An Integrated Model of Consumption Impulse Formation and Enact. Psychology and Marketing, 17(11): 955-82.</p> <p>Piron F, 1991, Defining Impulse Purchasing. Advances in Consumer Research, 18(1): 509-14.</p> <p>Baker J, Parasuraman A, Gruwal D, et al., 2002, The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2): 120-41.</p> </div> </div> </div> </div> <div class="col-lg-12 order-lg-3 article-footer-hook"> </div> </div> </div> </div> <footer class="site-footer container"> <div class="row"> <div class="col-md-6"> <a href="/"> <img class="footer-brand-image" alt="BBW Logo" src="https://ojs.bbwpublisher.com/plugins/themes/default/templates/images/logo.png"> </a> <div class="journal-desc"> </div> </div> <div class="col-md-6"> <h3>Proceedings of Business and Economic Studies</h3> <p> ISSN: 2209-265X </p> <h4>Publishing Office:</h4> <p>Level 10, 50 Clarence Street Sydney, NSW 2000 Australia.</p> <h4>Editorial Office:</h4>  <p>34-2B, Jalan Puteri 1/2, Bandar Puteri, 47100 Puchong, Selangor, Malaysia.</p> <h4>Website:</h4> <p><a href="https://www.bbwpublisher.com">www.bbwpublisher.com</a></p> <h4>Email:</h4> <p><a href="mailto:se.gao@bbwpublisher.com">se.gao@bbwpublisher.com</a></p> </div> </div> <hr> <div class="text-center"> Copyright © 2024 Bio-Byword Scientific Publishing Pty. Ltd. | All rights reserved </div> </footer> <script src="https://ojs.bbwpublisher.com/plugins/themes/default/libs/jquery/jquery.min.js" type="text/javascript"></script><script src="https://ojs.bbwpublisher.com/plugins/themes/default/libs/bootstrap/js/bootstrap.min.js" type="text/javascript"></script><script src="https://ojs.bbwpublisher.com/plugins/themes/default/libs/popper.min.js" type="text/javascript"></script><script src="https://ojs.bbwpublisher.com/plugins/themes/default/js/theme.js" type="text/javascript"></script><script src="https://ojs.bbwpublisher.com/plugins/themes/default/libs/jquery-ui.min.js" type="text/javascript"></script><script src="https://ojs.bbwpublisher.com/plugins/themes/default/libs/tag-it.min.js" type="text/javascript"></script> </body> </html>

CINXE.COM

Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China | Proceedings of Business and Economic Studies