How do Online Shopping Festival Impact Different Consumer Typologies?

Shanshan Cui; Lei Cao; Bin Shi

doi:10.47297/wspceWSP2516-251901.20261002

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How do Online Shopping Festival Impact Different Consumer Typologies?

10卷第2期

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How do Online Shopping Festival Impact Different Consumer Typologies?
How do Online Shopping Festival Impact Different Consumer Typologies?
1.College of Information and Computer Engineering, Chuzhou Vocational and Technical College, Chuzhou, Anhui, 239000, China
2.China Railway Fourth Bureau, Hefei, Anhui, 230000, China
2026年10卷第2期页码：5-9
纸质出版：2026-04-30
DOI：10.47297/wspceWSP2516-251901.20261002
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Shanshan Cui, Lei Cao & Bin Shi. (2026). How do Online Shopping Festival Impact Different Consumer Typologies?. 创意经济（英文版）, 10(2), 5-9.

Cui Shanshan,Cao Lei,Shi Bin.How do Online Shopping Festival Impact Different Consumer Typologies?[J].Creative Economy,2026,10(02):5-9.
Shanshan Cui, Lei Cao & Bin Shi. (2026). How do Online Shopping Festival Impact Different Consumer Typologies?. 创意经济（英文版）, 10(2), 5-9. DOI： 10.47297/wspceWSP2516-251901.20261002.

Cui Shanshan,Cao Lei,Shi Bin.How do Online Shopping Festival Impact Different Consumer Typologies?[J].Creative Economy,2026,10(02):5-9. DOI： 10.47297/wspceWSP2516-251901.20261002.

摘要

Abstract

Purpose- This study presents an empirical analysis of how the online shopping festival influences different typology consumers. It explores the formation of these consumers by a combination of historical decision-making behavior

consumer profile

and product knowledge.Design/methodology- This study employed a difference-in-difference approach to estimate the effects of the online shopping festival on consumers before the promotion policy and during promotion policy of the online shopping festival based on clickstream data from Tmall.Findings- Results show that online shopping festival has a more significant influence on maximisers than satisficers

and female consumers are more easily influenced than male consumers no matter they are maximisers or satisficers. In addition

maximisers with high product knowledge or low product knowledge are also influenced by online shopping festival. However

promotion policy does not have a significant impact on satisficers with low product knowledge

mainly as a result of satisficers features.Research implications- This study provides a new perspective to analyze consumer decision-making behavior and also enriches consumer difference literature.Practical implications- The findings of this paper have implication for offering insight into online sellers by considering the website design and offering diverse promotion policies during online shopping festival for different consumer typologies.

Originality/value

- Few studies have investigated the difference between different typologies of consumers before and during the online shopping festival. Hence this study proposes a new methodology to classify consumers into different typologies and compare their performance based on clickstream data instead of the questionnaire.

关键词

Keywords

references

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