인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The largest online shopping festival in China is held on November 11, known as the double-eleven shopping festival. This festival has been celebrated for many years, attracting a growing number of participants annually. On the other hand, limited research exists on the double-eleven shopping festival. Therefore, this study examined the effects of shopping motivations on the perceived benefits and dissatisfaction among Chinese MZ consumers. A mixed-method approach was used, combining qualitative and quantitative studies. For the qualitative study, in-depth interviews were conducted with 10 selected interviewees. The results showed that consumers had hedonic, economic, and stockpiling motivations for participating in the double-eleven shopping festival. For a quantitative study, an online survey was conducted to examine the effect of shopping motivations on the emotional benefits and dissatisfaction associated with the double-eleven shopping festival. One hundred and forty-nine responses were analyzed using SPSS 26.0 for descriptive analysis, exploratory factor analysis, and regression analysis. Hedonic, economic, and stockpiling motivations influenced emotional benefits, which increased their behavioral intentions. Moreover, stockpiling motivation had a marginal influence on dissatisfaction, decreasing behavioral intentions. This study enhances the understanding of Chinese MZ consumers and provides insights into how global shopping events can be adapted to optimize the online shopping experience in domestic markets.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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