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http://dx.doi.org/10.9708/jksci.2019.24.06.205

A Study on the Holiday Effect of Purchase Interval of Mobile Phone in Chinese Online B2C Market  

Kwak, Youngsik (Entrepreneurship Research Institute, Gyeongnam National University of Science and Technology)
Hong, Jaewon (Dept. of Global Trade, Gyeongnam National University of Science and Technology)
Nam, Yongsik (Cheil China)
Nam, Yoonjung (Vino Consulting)
Publication Information
Journal of the Korea Society of Computer and Information / v.24, no.6, 2019 , pp. 205-210 More about this Journal
Abstract
The purpose of this study is to demonstrate empirically whether replacement intervals of mobile phones sold in China online B2C are influenced by purchase points such as holidays. If there is a holiday effect, it is expected that the product replacement interval or interpurchase interval will be short compared to the usual one at holiday time. In order to verify this positively, at TMall, one of the largest B2C sites in China, we explored 5,132 replacement cycle intervals and the point of purchase at which one of the sales records of an agent dealing with all multinational mobile phones had minimum two purchase records. As a result, there was a buyer who had shorter replacement period than usual in holiday season. There was no statistically significant difference in the intervals of interchange between holidays. Based on the results, it was found that the mobile phone vendors were aware that purchasing was occurring due to the holiday.
Keywords
Holiday effect; Mobile phone; Online; B2C; China;
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