Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

Early different cognitive processes evoked by carnival vs. general promotions when shopping online: An ERPs study

Introduction

The booming development of online shopping has intensified market competition. In addition to general sales promotions, online shopping has introduced new changes including artificial carnival promotions.

Method

This study aims to investigate cognitive processes to an unknown e-commerce platform after exposure to carnival and general promotion activities using event-related potentials. Thirty-three participants were recruited in this study to probe how consumers perceive carnival and general promotion information using event-related potentials (ERPs). Carnival or general promotion posters were presented first, then an unknown e-commerce platform brand was presented in the second stage, at which time the subjects' cognitive process to the brand were observed in an implicit paradigm.

Results

The results showed that after priming with carnival promotion posters, the unknown e-commerce platform stimuli elicited larger P2 and N2 components than were observed after the presentation of general promotion posters; however, the P3 component did not show a significant difference. These findings indicate that the target identification and cognitive control mechanism with regard to an unknown e-commerce platform are likely influenced by the implicit memory of different promotion activities when shopping online.

Discussion

The results suggest that ERP components may have the potential to be employed as indices to estimate the effectiveness of promotion methods for an unknown brand.

How online shopping festival atmosphere promotes consumer participation in China

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.

Investigating the relationships between MOOC consumers' perceived quality, emotional experiences, and intention to recommend: an NLP-based approach

Purpose

The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context.

Design/methodology/approach

The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform (Udemy.com). The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM).

Findings

Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend.

Originality/value

Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2021-0482/

Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics

Video game streaming (VGS) has attracted millions of users and shown unprecedented growth globally. With technological development, these appealing media have largely influenced the sustainable development of society and the economy. VGS creates a pleasant atmosphere and provides various novel features to please the viewers, induce positive emotions, and facilitate users’ engagement. Integrating several personal characteristics as moderators, this study applied cognitive emotion theory to explore the antecedent of viewers’ engagement in VGS. Using 308 empirical data, the research results reveal that broadcaster attractiveness and the para-social relationship are positively associated with the viewers’ positive emotion, which eventually leads to engagement. In addition, personal characteristics play significant roles as moderators between VGS features and the viewers’ positive emotions. The results provide theoretical implications for VGS research and useful insights for VGS platform managers and policymakers to enable a sustainable profit model and the growth of VGS.

How Do Manufacturing Enterprises Construct E-Commerce Platforms for Sustainable Development? A Case Study of Resource Orchestration

The existing literatures mainly focus on the pricing, strategic significance and sustainable development characteristics of the e-commerce platform, and lack deep research on mechanisms in the process of construction like main structure of recourses and driving force. This paper takes Haier as a Chinese example and explores how manufacturing enterprises create and develop the sustainable e-commerce platform. The research findings show that: (1) An e-commerce platform respectively carries the functions of sales channels, service differences and innovation incubation in different stages of the manufacturing enterprises’ sustainable development; (2) For managing e-commerce platform of manufacturing enterprises’ sustainable development, resource orchestration can effectively realize the integration of value creation and resource; (3) Finally, it further reveals that the driving power which resource orchestration continuously promotes for the sustainable e-commerce platforms to construct is from the co-creation value of manufacturers and users. This paper discusses the structure of e-commerce platforms based on the main characteristics of each resource, and systematically explores the mechanism and evolutionary driving force of resource orchestration to promote the construction of e-commerce platforms for the sustainable development. It complements and enriches the innovation ecosystem and resource orchestration theory, providing significant practical guidance to the sustainable development of manufacturing enterprises.