The purpose of this study is to investigate the impact of Participating in
Day-marketing the consumer''s shopping motivations to satisfaction and
repeat visits and repurchase, as well as to demonstrate the moderating effects
of involvement and customers’ demographics.
On the basis of literature review, there are some hypotheses to achieve
research goals.
<Hypothesis 1> The consumer''s shopping motivations have a positive(+)
effect on satisfaction.
<Hypothesis 1-1> The Economic shopping motivations have a positive(+)
effect on satisfaction.
<Hypothesis 1-2> The Convenience shopping motivations have a
positive(+) effect on satisfaction.
<Hypothesis 1-3> The Diversity search shopping motivations have a
positive(+) effect on satisfaction.
<Hypothesis 1-4> The Simply visit shopping motivations have a
positive(+) effect on satisfaction.
<Hypothesis 1-5> The Social shopping motivations have a positive(+)
effect on satisfaction.
<Hypothesis 1-6> The Reasonably shopping motivations have a positive(+)
effect on satisfaction.
<Hypothesis 2> The consumer''s satisfaction have a positive(+) effect onrepeat visits and repurchase intention.
<Hypothesis 3> The consumer''s shopping motivations have a positive(+)
effect on repeat visits and repurchase intention.
<Hypothesis 4> moderating effect of the involvement the relationship
between consumer''s shopping motivations and consumer''s satisfaction.
The data was collected from 350 Chinese during from 20th January to 28th
February. In the analysis, 300 data was valid to achieve it.
The results of the research are as follows.
First, consumer''s shopping motivations was positively associated
consumer''s satisfaction. In detail, all consumer''s shopping motivations(
Economic shopping motivations, Convenience shopping motivations, Diversity
search shopping motivations, Simply visit shopping motivations, Social
shopping motivations, Reasonably shopping motivations) had positive effects
to consumer''s satisfaction expected. It means that consumers who Through
online shopping mall in China, Leisure and playfulness when they shopping in
online shopping mall Day-marketing Activity. We can know Provide
reasonably priced products and Provide cost-effective products to the
consumer is very important.
Second, consumer''s satisfaction had a positive effect on repeat visits and
repurchase intention. When the chinese consumers want to shopping in online
shopping mall Day-marketing Activity, consumer''s satisfaction had a positive
effect on repeat visits and repurchase intention. So sellers to grasp and meet
consumer demand. Now many Chinese online shopping mall not only in the
Chinese market, enter the foreign market competition has intensified. So in
order to improve the market share of foreign markets, sellers need to know
more about foreign consumer demand, and provide needed services for them.
Third, the consumer''s shopping motivations had a positive(+) effect on
repeat visits and repurchase intention. Sub-concepts consumer''s shopping
motivations(Economic shopping motivations, Convenience shopping
motivations, Simply visit shopping motivations, Social shopping motivations,
Reasonably shopping motivations) had positive effects to repeat visits and
repurchase intention. That means that the consumers who shopping in onlineshopping mall Day-marketing Activity in China, are tendency to take a
consider on Economy, Convenience, Interesting, Rationality and Social
Shopping. Social shopping motivations in the most influential reason is
displayed. Consumers have other friends, peer groups and information
exchange occurs vigorously showed that you can increase your repeat visits
and repurchase intention.
Fourth, the moderating effect of the involvement in the relationship between
accuracy of consumer''s shopping motivations and consumer''s satisfaction was
proved. And the moderating effect of the involvement in the relationship
between Convenience shopping motivations and consumer''s satisfaction
significant. Sales need for market segmentation based on level of attention.