Electronic Commerce Research

, Volume 16, Issue 4, pp 453–477 | Cite as

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

  • Qiang Yan
  • Lingli Wang
  • Wenjing Chen
  • Junghoo Cho


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, 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.


Unplanned consumption “Double 11” promotion SOR model Self-regulation In-store slack 



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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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • Qiang Yan
    • 1
  • Lingli Wang
    • 2
  • Wenjing Chen
    • 3
  • Junghoo Cho
    • 4
  1. 1.Beijing University of Posts and TelecommunicationsBeijingPeople’s Republic of China
  2. 2.Beijing University of Posts and TelecommunicationsBeijingPeople’s Republic of China
  3. 3.School of Economics and ManagementBeijing University of Posts and TelecommunicationsBeijingPeople’s Republic of China
  4. 4.University of California, Los AngelesLos AngelesUSA

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