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http://dx.doi.org/10.15722/jds.20.08.202208.93

The Stimulus Factors Influencing Intention to Participate in Shopping during the Distribution of the 12.12 Online Shopping Festivals in Malaysia  

MAHMUDDIN, Yasmin (Azman Hashim International Business School, Universiti Teknologi Malaysia)
ABDULLAH, Mazilah (Azman Hashim International Business School, Universiti Teknologi Malaysia)
RAMDAN, Mohamad Rohieszan (Faculty of Management and Economics, Universiti Pendidikan Sultan Idris)
MOHD ANIM, Nur Aqilah Hazirah (Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia)
ABD AZIZ, Nurul Ashykin (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan)
ABD AZIZ, Nurul Aien (Faculty of Business Management, Universiti Teknologi Mara Johor)
YAHAYA, Rusliza (Faculty of Management and Economics, Universiti Pendidikan Sultan Idris)
ABD AZIZ, Noreen Noor (Faculty of Business Management, Universiti Teknologi Mara Johor)
Publication Information
Journal of Distribution Science / v.20, no.8, 2022 , pp. 93-103 More about this Journal
Abstract
Purpose: Online shopping festivals have quickly become the newest trend in online shopping worldwide due to the COVID-19 pandemic. This has led to marketing distribution channels that traditionally emphasized traditional techniques having turned to electronic commerce platforms. Although the pandemic scenario encourages online purchasing, other factors, such as the influence of participation intention to shop during the Online Shopping Festival, must also be considered. Research design, data and methodology: Multiple linear regression analysis was used to test the hypothesis based on data from 121 respondents who are actively involved with online shopping activities in Klang Valley, Selangor. Results: The results of this study show that promotion categories and the perceived influence of mass participation have a significant influence on participation intention. Meanwhile, the perceived temptation of price promotion and perceived fun promotional activities did not significantly influence participation intention. Conclusions: Theoretically, this study contributes to the literature by using the Theory of Planned Behavior and Stimulus-Response models to explain the factors that drive participation intention for online shopping. In practice, this study attracts and encourages customers to shop during the festival day because various attractive promotions are offered by sellers in Malaysia.
Keywords
Promotion; Participation; Distribution; Online Shopping; Malaysia;
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