Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate Online publication date: Mon, 25-Apr-2022
by Wong Ming Wong; Yingping Mai; Wunhong Su
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 1/2, 2022
Abstract: This study explores the impact of an unexpected event on a consumer's future purchase behaviour in the online platform during an online shopping festival. This study aims to examine whether the consumer's expectation mediates the relationship between the event novelty, event criticality, event disruption, and the consumer's willingness to participate, based on the event system theory and the expectation confirmation theory. The structural equation modelling is adopted in this study to examine the data of 551 respondents in China. The findings suggest that the consumer's expectation mediates the relationship between the event novelty, event disruption, and the consumer's willingness to participate. Furthermore, there is a significant difference between the event novelty and the event description. Thus, this study's value indicates that an unforeseen event description directly associates with a consumer's post-purchase behaviour, affecting a consumer's expectation of future purchase behaviour.
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