Determinants of Consumers’ Behavior Intentions in Alibaba Online Shopping Carnival: A Self-Regulation Perspective

Alibaba’s online shopping carnival (AOSC), held every November 11 (also known as Double 11) since 2009, is well known for being the most successful and largest online promotion event up to now. This study aims to identify factors that could explain customers’ continuance intentions in AOSC to unveil the mystery of this success. We propose a research model on the determinants of user continuance using Bagozzi’s framework of self-regulation as the theoretical foundation. Data from 389 valid samples are collected through an online survey and analyzed by partial least square structural equation modeling. Following the process of appraisal-emotional reactions-coping responses, we find that price value and brand experience as appraisal factors are not only strong determinants of emotional reaction (satisfaction) then results in coping responses (word of mouth and intention to use AOSC platform), but also significant directly leading to coping responses.