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Online Impulse Buying on “Double Eleven” Shopping Festival: An Empirical Investigation of Utilitarian and Hedonic Motivations

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Proceedings of the Eleventh International Conference on Management Science and Engineering Management (ICMSEM 2017)

Part of the book series: Lecture Notes on Multidisciplinary Industrial Engineering ((LNMUINEN))

Abstract

“Double Eleven” online shopping festival has become the most celebrated and largest online shopping event in China. This phenomenon originates the need to explore impulse buying behavior in relationship of double eleven festival. This study aims to investigate the structural relationship between hedonic, utilitarian web browsing and online impulse buying behavior on “Double Eleven” shopping festival. Data was collected from 426 online shoppers in six different districts of Beijing. In order to assess the measurement model and to test the hypothesis structural equation modeling was utilized by using AMOS 21. Additionally, Reliability, Discriminant and convergent validity was used for the results of proposed model. The results of this study found that utilitarian and hedonic web browsing positively influence on online impulse shoppers with regard to “Double Eleven” shopping festival in China. To the best of our knowledge, this study is pioneer, aiming at exploring the dynamics of online impulse buying behavior with utilitarian and hedonic predictors with regard to biggest online shopping festival in China. This study provides a deep understanding of e-shoppers toward online impulse behavior in the field of Chinese e-commerce industry that can be generalized to other countries also. Implications for scholars and e-tail managers of our study are discussed.

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Acknowledgements

The authors want to extend their gratitude towards the Editor (Jiuping, Xu) and the anonymous Reviewers for their indispensable and valuable suggestions and comments that improved the quality of the paper significantly. Furthermore, they thank Prof. Peng Hui, Professor of finance, School of economics and management, Beijing University of Posts and Telecommunications for valuable suggestions.

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Authors and Affiliations

  1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, People’s Republic of China

    Umair Akram, Peng Hui, Muhammad Kaleem Khan, Yixin Qiu & Ying Zhang

  2. Faculty of Management Sciences, National Textile University, Faisalabad, 37610, Pakistan

    Muhammad Hashim

Authors
  1. Umair Akram
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  2. Peng Hui
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  3. Muhammad Kaleem Khan
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  4. Muhammad Hashim
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  5. Yixin Qiu
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  6. Ying Zhang
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Corresponding author

Correspondence to Muhammad Hashim .

Editor information

Editors and Affiliations

  1. Business and Administration, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Fuzzy Logic Systems Institute, Tokyo University of Science, Tokyo, Tokyo, Japan

    Mitsuo Gen

  3. Azerbaijan National Academy of Sciences, Baku, Azerbaijan

    Asaf Hajiyev

  4. Monash University, Clayton, Victoria, Australia

    Fang Lee Cooke

Appendix

Appendix

Table 6. Measurement items
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Akram, U., Hui, P., Khan, M.K., Hashim, M., Qiu, Y., Zhang, Y. (2018). Online Impulse Buying on “Double Eleven” Shopping Festival: An Empirical Investigation of Utilitarian and Hedonic Motivations. In: Xu, J., Gen, M., Hajiyev, A., Cooke, F. (eds) Proceedings of the Eleventh International Conference on Management Science and Engineering Management. ICMSEM 2017. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-59280-0_56

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  • DOI: https://doi.org/10.1007/978-3-319-59280-0_56

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-59279-4

  • Online ISBN: 978-3-319-59280-0

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