Purchase Motivation, Experiential Value Related to Continuance Intention to Purchase on China’s Double 11 Shopping Festival

As well as bringing convenience to consumers, online shopping also represents an enormous business opportunity. In online shopping, the Double 11 shopping festival (hereafter Double 11) organized by China’s Alibaba has set records and has continued to grow rapidly for the last 10 years. To understand this phenomenon, this study adapted self-determination theory to explore customers’ motivation and perceived values with respect to Double 11. This study focused on people who live in China who shopped during the China Double 11 Carnival Shopping Festival in 2018. A total of 399 validated data were collected and then confirmatory factor analysis with structural equation model was conducted. The results of the study show that purchase amotivation is not significantly related to, but extrinsic purchasing motivation is positively related to hedonic value and social value. Moreover, continuance intention to purchase can be positively predicted by hedonic value and social value. With a better understanding of these results, managers operating electronic businesses can use certain approaches to increase customers’ extrinsic motivation and enhance their experiential values to promote their continuance intention to purchase goods on a particular day, for example, by creating more shopping festivals.