ONLINE SHOPPING SALES PROMOTION

TOWARDS CONSUMER PARTICIPATION

INTENTION

PRESENTER
NAME: LOW KAI KEAT
ID: 1171203492

SUPERVISOR: PROF DR.HISHAMUDDIN BIN

ISMAIL
MODERATOR : MR. RUDAINI SHAM BIN ABDULLAH
JUMAIN
 Research Background
 Covid-19 pandemic has led to consumers to change their shopping habits. Consumer are starting learn

to shop online.
 Many traditional business cannot continue operation due to the covid-19 pandemic.

 Online shopping platforms create the opportunities to the merchants to attract consumers in order to

fulfill their needs.

 There are many online shopping platforms in the Malaysia such as, Amazon, Taobao, Shopee,Lazada

and more.
 Consumer can choose a variety of online retailing platforms for shopping.

 On the online retailing platforms, there have selling a wide variety of products and services such as

men and women fashion,toys, food&beverages, mobile gadgets, home living, and more.
 Consumer participation in your online retailing platforms is critical to the success of your online

business.
 It is important study the impact of sales promotion and online shopping festivals towards consumer

participation intention.
 Research Problem

 Due to the increase of user, merchants and online retailing platforms, the competitiveness among online

retailing platforms also will increased.

 Sales promotion and online shopping festivals may affect consumer participate in the online shopping

platforms.
 Consumer participation intention may influenced by sales promotion strategy and online shopping festivals

created by online retailing platforms.

 Online shopping platforms need to determine whether the sales promotion activities can influence consumer

participate in online shopping.

 Online shopping platforms need to determine whether the online shopping festivals can affect consumer

participate in online shopping.

 In this research, it would like to focus on the variables which is perceived economic temptation, perceived

categories richness of promotion, perceived festival entertaining, perceived mass participation, perceived
quality, and perceived savings impact on consumer participation intention.
 Research Questions & Research Objectives
 RQ 1 : Does perceived economic temptation  RO 1 : To identify the relationship between
significance positively affect consumer
participation intention?
 
RQ 2 : Does perceived categories richness of
promotion significance positively affect
consumer participation intention?
 
RQ 3 : Does perceived festival entertaining
significance positively affect consumer
participation intention?
 
RQ 4 : Does perceived mass participation
significance positively affect consumer
participation intention?
 
RQ 5 : Does perceived quality significance
positively affect consumer participation
intention?
 
RQ 6 : Does perceived savings significance
positively affect consumer participation
intention?
perceived economic temptation and
consumer participation intention.
RO 2 : To identify the relationship between
perceived categories richness of promotion
and consumer participation intention.
RO 3 : To identify the relationship between
perceived festival entertaining and
consumer participation intention.
RO 4 : To identify the relationship between
perceived mass participation and consumer
participation intention.
RO 5 : To identify the relationship between
perceived quality and consumer
participation intention.
RO 6 : To identify the relationship between
perceived savings and consumer
participation intention.
 Independent & Dependent Variables
Stimulus-Response theory & Price-quality-value model & Means-end
model
Consumer Participation The willingness of consumer to participate in your events or holiday
Intention sales promotion.
Perceived Economic Temptation Consumer think get some economic benefits through participating
in online shopping with special promotion activities.

Perceived Categories Richness Of The products in advertising strategies that are more variety than
Promotion typical in terms of varieties, volumes, and styles.

Perceived Festival Entertaining Online shopping platforms create some festival activities to let
consumers have fun with shopping.

Perceived Mass Participation The social impact that people perception of around them in a mass-
participation environment.

Perceived Quality Consumer perception of the quality of the products and decide
whether the product is worth buying.

Perceived Savings Consumer perception of the amount that consumer can save from
the product discount.
Research Framework & Hypothesis Development

 H1: Significant Positive relationship

between PET and CPI.

 H2 : Significant Positive relationship

between PCROP and CPI.

 H3 : Significant positive relationship

between PFE and CPI.

 H4 : Significant Positive relationship

between PMP and CPI.

 H5 : Significant Positive relationship

between PQ and CPI.

 H6 : Significant positive relationship

between PS and CPI.

 Researh Methodology

 Target population - consumer who live in Malaysia

 Age - 15 years old and above

 Non-probability sampling - Snowball sampling

 Secondary data - Journal. It is available through the MMU Library, Google Scholar, Reseach

Gate and other websites.

 Primary data - Questionnare survey. Total of 200 consumer in Malaysia be answered through

Google Form online.

 Part A - Five questions on respondent’s demographic information

 Part B - Three questions about the dependent variables.

 Part C - Total of 21questions which include questions about all independent variables.

 Data Analysis Method - Statistical Package for the Social Sciences (SPSS)
 Data Analysis (Descriptive analysis)

All Variables Mean Std. Deviation

Perceived Economic Temptation 4.61 - 4.96 0.996 - 1.147

Perceived Categories Richness of Promotion 4.80 - 4.85 1.076 - 1.175

Perceived Festival Entertaining 4.78 - 4.88 1.073 - 1.196

Perceived Mass Participation 4.73 - 4.86 1.088 - 1.206

Perceived Savings 4.75 - 4.84 1.072 - 1.148

Perceived Quality 4.80 - 4.90 1.101 - 1.152

Consumer Participation Intention 4.63 - 4.94 1.123 - 1.246

 Data Analysis (Hypothesis Testing)

H1. PET CPI Significant Significant relationship between perceived economic

temptation and consumer participation intention.

H2. PCROP CPI Not Significant Not significant relationship between perceived categories
richness of promotion and consumer participation
intention.

H3. PFE CPI Significant Perceived festival entertaining has a significant relationship
with consumer participation intention.

H4. PMP CPI Not Significant Perceived mass participation has a not significant
relationship with consumer participation intention.

H5. PQ CPI Significant Perceived quality has a significant relationship with

consumer participation intention.

H6 PS CPI Not Significant Perceived savings has a not significant relationship with
consumer participation intention.
 Signifcant findings and Discussion
• Nomality Test - normal distribution because the Skewness value between -2 to +2 while the
Kurtosis value between -3 to +3.

• Reliability testing - Having a strong associated value because all variables’ value of Cronbach’s
Alpha are more than 0.7
Gender Frequency Percentage
Education Frequency Percentage (%) (%)

Male 102 51%

Diploma 87 43.5%
Female 98 49%
Bachelor’s 87 43.5%
Degree

Income level Frequency Percentage Respondents Frequency Percentage (%)

(RM) (%) participation
times

2001 - 3000 72 36 1 to 3 15 41
 Research Implication

 Stimulus-Response Theory - Online shopping festivals and sales promotion is a external stimulus,

and there are the important reason for stimulus consumer participate in online shopping.
 Price-quality-value model - Consumer perception of products pricing and quality will affect
consumer adding the products to the shopping cart and purchase it.
 Means-end model - Consumer perceptions of quality and savings will affect whether adding the

products to the shopping cart.

 Online shopping platforms - Help online shopping platforms develop better strategics and bring

improvements to their platforms.

 Future researchers - Help them easily to conduct their research. This research also have added two

independent variables. Future researchers can refer this result findings as their part of research.
 Conclusion

 In this research, the purpose is To Explore the Online Shopping Sales Promotion Towards

Consumer Participation Intention.

 Covers 15 years old and above to participate in this questionnaire survey.

 Conducted through Google Form and 200 respondents answer the survey.

 The data was analyzed using normality,reliability tests, demographic profiling, descriptive
analysis, multiple linear regression, and hypothesis testing.
 Only three independent variables have significant relationship with consumer participation

intention.
- Perceived Economic Temptation
- Perceived Festival Entertaining
- Perceived Quality
Q & A Section

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