| Summary: | Purpose – The purpose of the present study is to understand the drivers of Chinese consumers online purchase intention on Singles’ Day so as to aid e-retailers in working out marketing programs that can help increase sales on that day.
Methodology – Data were collected from 214 Chinese consumers who have online purchase experience on Singles’ Day via snowball and convenience sampling. SPSS statistics 20 was employed to analyse the collected data.
Findings – The results show that consumers online purchase intention is positively related to the proposed four drivers, namely, promotion, e-store atmosphere, word of mouth, and advertising and consumption rituals with either direct or indirect relationship with mediators such as perceived value, shopping enjoyment, impulsive buying orientation, and browsing. More specifically, advertising and consumption exhibit a stronger influence among all drivers.
Practical implications – Online retailers should consider the importance of providing authentic promotion campaigns to improve consumers’ perceived value. Besides, enjoyable e-store design and optimal navigability could stimulate consumers’ impulsive buying orientation. Moreover, retailer could encourage and reward those old consumes who provide others with valuable word of mouth message. Additionally, greater effort is suggested to make on both outdoor and social media advertising when Singles’ Day is approaching.
Originality/Value – In spite of quite a number of existing researches done in the online shopping consumer behaviour field, little research has addressed drivers of consumers online purchase intention on Singles’ Day. The empirical evidence of this study will contribute to the literature in online shopping purchase intention.
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