THE IMPACT OF SHOPPING MOTIVATIONS ON CONSUMER SATISFACTION AND REPURCHASE INTENTION IN ALIBABA’S ONLINE SHOPPING CARNIVAL

Abstract

The development of online shopping carnivals (OSCs) is in full bloom due to the support of the logistics industry and information technology. More and more people are keen to participate in them. This paper aims to explore the influence of different factors affecting shopping motivations from both utilitarian and hedonic point of view and try to figure out the relationships among hedonic and utilitarian values, customer satisfaction and repurchase intention in Alibaba’s Online Shopping Carnival. The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in an online survey website in China. SPSS 25.0 and SmartPLS 3.0 were used to test the hypotheses. The findings show that the three factors of monetary saving, convenience and information availability are all positively related to the utilitarian value. The effects of social interaction and adventure/explore on consumer’s hedonic value both paths are positively correlated. The findings also indicate that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and repurchase intention. Study findings will greatly help consumer behavior researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and repurchase intention in the context of online shopping carnival.