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The Stimulus Factors Influencing Intention to Participate in Shopping during the Distribution of the 12.12 Online Shopping Festivals in Malaysia

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.8, pp.93-103
RAMDAN, Mohamad Rohieszan
MOHD ANIM, Nur Aqilah Hazirah
ABD AZIZ, Nurul Ashykin
ABD AZIZ, Nurul Aien
YAHAYA, Rusliza
ABD AZIZ, Noreen Noor
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Purpose: Online shopping festivals have quickly become the newest trend in online shopping worldwide due to the COVID-19 pandemic. This has led to marketing distribution channels that traditionally emphasized traditional techniques having turned to electronic commerce platforms. Although the pandemic scenario encourages online purchasing, other factors, such as the influence of participation intention to shop during the Online Shopping Festival, must also be considered. Research design, data and methodology: Multiple linear regression analysis was used to test the hypothesis based on data from 121 respondents who are actively involved with online shopping activities in Klang Valley, Selangor. Results: The results of this study show that promotion categories and the perceived influence of mass participation have a significant influence on participation intention. Meanwhile, the perceived temptation of price promotion and perceived fun promotional activities did not significantly influence participation intention. Conclusions: Theoretically, this study contributes to the literature by using the Theory of Planned Behavior and Stimulus-Response models to explain the factors that drive participation intention for online shopping. In practice, this study attracts and encourages customers to shop during the festival day because various attractive promotions are offered by sellers in Malaysia.

Promotion, Participation, Distribution, Online Shopping, Malaysia



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