Despite the immense success of China’s Double Eleven online shopping festival (OSF), research on how OSFs’ unique atmosphere relates to customer behavior has been scarce. This study investigates the influence of the OSF atmosphere on consumers’ participation behavior based on the stimulus–organism–response framework. Based on the data from 239 young Chinese consumers (in their 20 s and 30 s) and using structural equation modeling, this study explores the influence of three OSF atmosphere types—promotional, entertaining, and social interaction—on consumers’ continuous participation intention. All three types are found to influence consumers’ excitement, which strengthens their continuous participation intention. Additionally, the moderating effect of perceived time pressure is the highest for the relationship between entertaining atmosphere and excitement, followed by that between social interaction atmosphere and excitement. The greater the time pressure perceived by consumers, the stronger is the relationship between entertaining/social interaction atmosphere and excitement. This study bridges the gaps in the literature on atmosphere, consumer sentiment, and festival consumption.
PurposeThis study aims to investigate the influences of two facets of Vietnamese consumers' cultural identities (i.e. global and national) on their intent to consume Korean lifestyle products and services via attitudes toward Korea. The difference between generations (Generation Z vs. X) is examined.Design/methodology/approachData are collected through an online survey firm. The participants are Vietnamese consumers residing in Vietnam, varying in age from teens to those in their 50s (n = 500). The collected data are analyzed by SPSS 21.0 for the descriptive statistics, frequency analysis, and reliability analysis. AMOS 21.0 is employed for confirmatory factor analysis and structural equation modeling (SEM) analysis.FindingsThis study reveals that global identity affects Vietnamese consumers' attitudes toward Korea and their intent to consume Korean lifestyle products and services. Results show that only global identity affects attitudes and behavioral intention toward Korea among generation Xers, while national identity has no effect. For Generation Z (Gen Z), both global and national identities have a positive effect on attitudes toward Korea, which also increases the intent to consume Korean lifestyle products and services.Practical implicationsMeasuring individuals' global and national identities will allow brands and retailers to better understand international consumers of various generations and develop global marketing strategies.Originality/valueThis study bridges gaps in the literature on globalized consumption in a non-Western context by identifying how consumers in emerging markets become involved in cross-cultural consumption.
PurposeThis study aimed to investigate the influence of brand-targeted animosity on consumers' boycott intentions for target fashion products via their cognitive and affective evaluations, in the context of the “Xinjiang cotton ban” incident. The moderating role of xenocentrism was also examined.Design/methodology/approachData were collected through an online survey in China using convenience sampling, and 411 valid responses were obtained. The collected data were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis and reliability analysis. AMOS 24.0 was employed for the confirmatory factor and structural equation modeling analyses. Bootstrapping analysis using PROCESS Macro was employed to analyze the moderating effects.FindingsThis study found that consumers' brand animosity directly and positively affected boycott intentions and that this influence was sequentially mediated through cognitive-affective evaluations. However, cognitive product judgment did not directly affect boycott intentions. The results showed that xenocentrism had a moderating effect on the relationship between animosity and cognitive judgment. The higher the xenocentrism of consumers, the weaker the negative effect of animosity was on cognitive judgment.OriginalityThis study bridges the gap in the literature on animosity and xenocentrism in a fashion-related context through examining the consequences of brand animosity.
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