Factors Influencing Consumer Attitudes and Purchase Intentions of Flash Sale through Online Shopping Platforms
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Published:
Apr 9, 2021
Keywords:
Subjective Norm Perceived behavioral control Attitudes towards flash sale Flash sale Internet shopping
Main Article Content
Abstract
Purpose – The purpose of this study is to determine the major aspects of attitude towards flash sale along with factors influencing intention to purchase flash sale. Perceived value and price consciousness are the aspects of attitudes chosen for this research. Attitude towards flash sale, subjective norms of normative and information influence, and perceived behavioral control are hypothesized to have significant influences on intention to purchase flash sale. The Conceptual framework of this study is adapted from the theoretical study of the theory of planned behavior (TPB).
Design/Methodology/Approach – The sample (n = 436) were collected from online questionnaires by using convenience sampling method. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the model’s goodness-of-fit and hypotheses testing.
Findings – Attitude towards flash sale, subjective norms and perceived behavioral control are determinants of purchase intention towards flash sale. There are no significant differences on the regression path of each factor, but the attitude towards flash sale is the strongest predictor of intention to purchase.
Research Limitations/Implications – The findings of this research indicate that attitude towards flash sale, subjective norms and perceived behavioral control contribute to purchase intention of flash sale. Therefore, marketing practitioners are recommended to utilize social media, online communities, and influencers to build positive perceptions and word of mouth towards flash sale.
Originality/value – This study uses the TPB to investigate and examine the influences on consumer’s online purchasing behavior from the context of flash sale.
Paper type - Research paper
Article Details
Section
บทความวิจัย (Research article)
References
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Cheah, I., Phau, I. and Liang, J. (2015), "Factors influencing consumers’ attitudes and purchase intentions of e-deals", Marketing Intelligence & Planning, Vol. 33 No. 5, pp. 763-783.
Chen, M.F. and Lu, T.Y. (2011), “Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers’ usage intentions”, Internet Research, Vol. 21 No. 5, pp. 508-526.
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Cho, J.S. (2004), “Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables”, Information and Management, Vol. 41 No. 7, pp. 827-838.
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Dawson, S. and Kim, M. (2009), “External and internal trigger cues of impulse buying”, Direct Marketing: An International Journal, Vol. 3 No. 1, pp. 20-34.
Dean, D. and Lang, J.M. (2008), “Comparing three signals of service quality”, Journal of Services Marketing, Vol. 22 No. 1, pp. 48-58.
Dholakia, U.M. (2011), “How businesses fare with daily deals: a multi-site analysis of Groupon, Livingsocial, Opentable, Travelzoo, and BuyWithMe promotions”, available at: https://dx.doi.org/10.2139/ssrn.1863466 (accessed 18 January 2013).
Dickinger, A. and Stangl, B. (2013), “Website performance and behavioral consequences a formative measurement approach”, Journal of Business Research, Vol. 66 No. 6, pp. 771-777.
Donthu, N. and Garcia, A. (1999), “The internet shopper”, Journal of Advertising Research, Vol. 39 No. 3, pp. 52-59.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wiley Publishing Company, Boston, MA.
Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research (18:1), pp. 39-50.
Fortin, D.R. (2000), “Clipping coupons in cyberspace: a proposed model of behaviour for deal-prone consumers”, Psychology and Marketing, Vol. 17 No. 6, pp. 515-534.
Granovetter, M. and Soong, R. (1986), “Threshold models of interpersonal effects in consumer demand”, Journal of Economic Behavior and Organization, Vol. 7 No. 1, pp. 83-99.
Gupta, S. and Cooper, L. (1992), “The discounting of discounts and promotion thresholds”, Journal of Consumer Research, Vol. 19 No. 3, pp. 401-411.
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Hellofs, L.L. and Jacobson, R. (1999), “Market share and customers’ perceptions of quality: when can firms grow their way to higher versus lower quality?”, Journal of Marketing, Vol. 63 No. 1, pp. 16-25.
Hoffman, D.L. and Novak, T.P. (1996), “Marketing in hypermedia computer-mediated environments: conceptual foundations”, Journal of Marketing, Vol. 60 No. 3, pp. 50-68.
Hsu, M.H., Chang, C.M., Chu, K.K. and Lee, Y.J. (2014), “Determinants of repurchase intention in online group-buying: the perspectives of Delone and McLean IS success model and trust”, Computers in Human Behavior, Vol. 36 No. 1, pp. 234-245.
Hu and Bentler. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
Jarvenpaa, S.L., Tractinsky, N. and Vitale, M. (2000), “Consumer trust in an internet store”, Information Technology and Management, Vol. 1 No. 1, pp. 45-71.
Jin, B., Sternquist, B. and Koh, A. (2003), “Price as hedonic shopping”, Family and Consumer Sciences Research Journal, Vol. 31 No. 4, pp. 378-402.
Joreskog, K.G. and Sorbom, D. (2001), LISREL 8: User’s Reference Guide, Scientific Software International, Lincolnwood, IL.
Kacen, J.J., Hess, J.C. and Walker, D. (2012), “Spontaneous selection: the influence of product and retailing factors on consumer impulse purchases”, Journal of Retailing and Consumer Services, Vol. 19 No. 6, pp. 578-588.
Kang, H., Hahn, M., Fortin, D.R., Hyun, Y.J. and Eom, Y. (2006), “Effects of perceived behavioural control on the consumer usage intention of e-coupons”, Psychology and Marketing, Vol. 23 No. 10, pp. 841-864.
Kim, J., Fiore, A.M. and Lee, H.-H. (2007a), “Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer”, Journal of Retailing & Consumer Services, Vol. 14 No. 2, pp. 95-107.
Kitchen, P.J., Alwi, S.F.S., Che-Na, N. and Lim, P.Y. (2014), “Coupon redemption behaviour: a Malaysian cross-segment investigation”, Marketing Intelligence and Planning, Vol. 23 No. 1, pp. 66-88.
Kline, R.B. (2005), Principles and Practice of Structural Equation Modelling, Guildford, New York, NY.
Koyuncu, C. and Bhattacharya, G. (2004), “The impacts of quickness, price, payment risk, and delivery issues on on-line shopping”, Journal of Socio-Economics, Vol. 33 No. 2, pp. 241-251.
Kozinets, R.V., de Valck, K., Wojnicki, A.C. and Wilner, S.J.S. (2010), “Networked narratives: understanding word-of-mouth marketing in online communities”, Journal of Marketing, Vol. 74 No. 2, pp. 71-90.
Lichtenstein, D.R., Ridgway, N.M. and Netemeyer, R.G. (1993), “Price perceptions and consumer shopping behavior: a field study”, Journal of Marketing Research, Vol. 30 No. 2, pp. 234-245.
Limayem, M., Khalifa, M. and Frini, A. (2000), “What makes consumers buy from internet? A longitudinal study of online shopping”, IEEE Transactions on Systems, Man and Cybernetics A, Vol. 30 No. 4, pp. 421-432.
Liu, C. and Arnett, K.P. (2002), “Raising a red flag on global WWW privacy policies”, Journal of Computer Information Systems, Vol. 43 No. 1, pp. 117-127.
Luo, J., Ba, S. and Zhang, H. (2012), “The effectiveness of online shopping characteristics and well designed websites on satisfaction”, MIS Quarterly, Vol. 36 No. 4, pp. 1131-1139.
Marsh, H. W., Hau, K. T., & Wen, Z. (2004). In search of golden rules: Comment on hypothesis-testing approaches to setting cutoff values for fit indexes and dangers in overgeneralizing Hu and Bentler's (1999) findings. Structural equation modeling, 11(3), 320-341.
Marshall, R. and Leng, S. (2002), “Price threshold and discount saturation point in Singapore”, Journal of Product and Brand Management, Vol. 11 No. 3, pp. 147-159.
McGowan, K. and Sternquist, B. (1998), “Dimensions of price as a marketing universal: a comparison of Japanese and US consumers”, Journal of International Marketing, Vol. 6 No. 4, pp. 49-65.
McKnight, H.D., Choudhury, V. and Kacmar, C. (2002), “The impact of initial consumer trust on intentions to transact with a web site: a trust building model”, Journal of Strategic Information Systems, Vol. 11 Nos 3/4, pp. 297-323.
Moore, M. (2020, February 12), Thailand: number of internet users 2017-2023. Statista. Retrieved from https://www.statista.com
Mourali, M., Laroche, M. and Pons, F. (2005), “Individualistic orientation and consumer susceptibility to interpersonal influence”, Journal of Services Marketing, Vol. 19 No. 3, pp. 164-73.
Nielsen, J. (1999), “User interface directions for the web”, Communications of the ACM, Vol. 42 No. 1, pp. 65-73.
O’Cass, A. and Fenech, T. (2002), “Web retailing adoption: exploring the nature of internet users web retailing behavior”, Journal of Retailing and Consumer Services, Vol. 10 No. 2, pp. 81-94.
Overby, J.W. and Lee, E.J. (2006), “The effects of utilitarian and hedonic online shopping value on consumer preference and intentions”, Journal of Business Research, Vol. 59 Nos 10/11, pp. 1160-1166.
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