Effects of Shopping Motivations on the Emotional Benefits and Dissatisfaction among Chinese MZ Consumers Who Participated in the Double-Eleven Shopping Festival

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.