Title: Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate

Authors: Wong Ming Wong; Yingping Mai; Wunhong Su

Addresses: International College, Krirk University, No. 3 Soi Ramintra 1, Anusawari Subdistrict, Bang Khen District, Bangkok 10220, Thailand ' Business School, Huaqiao University, No. 269, Chenghua North Rd. Quanzhou, Fujian, 362021, China ' School of Accounting, Hangzhou Dianzi University, 1158, No. 2 Street, Xiasha Higher Education Zone, Hangzhou, Zhejiang 310018, China

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.

Keywords: China; expectation; willingness to participate; event system theory; EST; expectation confirmation theory; ECT.

DOI: 10.1504/IJTMKT.2022.122441

International Journal of Technology Marketing, 2022 Vol.16 No.1/2, pp.71 - 87

Received: 13 Feb 2021
Accepted: 10 Aug 2021

Published online: 25 Apr 2022 *

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