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|Type of Document
||Antecedents of Facilitating Alibaba Double Eleven Global Carnival－A Perspective of Herd Behavior|
|Date of Defense
Online shopping carnival
Alibaba double eleven
||This study has discussed phenomenon of online shopping carnival and figured out the antecedents of facilitating online shopping carnival through Alibaba double eleven global carnival in 2015. Based on carnivalization theory, this study identified three essences of the phenomenon of online shopping carnival. These essences respectively are participation, interaction and hedonic. In addition, this study took two of antecedents of facilitating Alibaba double eleven global carnival into consideration which base on herd behavior perspective. The antecedents are informational incentives and social influences.|
This study reviewed former literature and developed hypotheses at first. Second, research model and questionnaires were built up. Third, this study collected the survey data quantitatively and empirically validated hypotheses. Questionnaires for the study were collected by using an online survey. The research target are people living China who had the experience to participate in Alibaba double eleven global carnival in 2015.This study has collected 428 valid questionnaires.
The proposed hypotheses have been tested by using structural equation modeling of SmartPLS 2.0. According to the result which shows that informational incentives have a positive influence on online shopping carnival. Second, there has positive influence between social influences and online shopping carnival. Third, participation, interaction and hedonic are the proper measurements of online shopping carnival.
The results of this study are able to provide the basis of theory about facilitating online shopping carnival for following academic researches. In addition, this study also provide business an insight of facilitating online shopping carnival which suggest that business is able to attract the attention of people through informational incentives and social influences to make online shopping carnival more successful.
||Hao-Yun Kao - chair|
Wei-Chun Tai - co-chair
Jen-Her Wu - advisor
Tzyh-Lih Hsia - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission