Modelling e-commerce customer reactions. Exploring online shopping carnivals in China

Figures & data

Table 1. Sales figures for double 11 OSC in 2020.

	Total Double 11 online sales recorded on November 11 (billion Yuan)	Tmall total sales during Double 11 (entire period) (billion Yuan)	Jingdong total sales during Double 11 (entire period) (billion Yuan)
2020	524.90	498.20	271.50
2019	410.10	268.40	204.40
2018	314.00	213.40	159.80
2017	254.00	168.20	127.10

Note: The values refer to Gross Merchandise Volume; 1USD = 6.7232Yuan.

Source: Foresight Industry Research Institute (2020).

Figure 1. Research model of customer reactions centred on satisfaction in online shopping carnivals. Source: from literature.

Table 2. Measurement model assessment.

Factor	Indicators	Mean	Standard deviation	Standard loading	Cronbach's Alpha	CR	AVE	VIF	Q^2
CE	CE1	3.81	0.73	0.86	0.83	0.90	0.74	1.95	0.13
	CE2	3.74	0.81	0.85				1.87
	CE3	3.76	0.76	0.88				1.86
PQ	PQ1	3.38	0.69	0.90	0.86	0.91	0.78	2.43	0.12
	PQ2	3.46	0.72	0.86				1.90
	PQ3	3.37	0.67	0.89				2.28
PV	PV1	3.51	0.72	0.88	0.81	0.89	0.72	1.70	0.29
	PV2	3.58	0.78	0.84				1.73
	PV3	3.60	0.75	0.87				1.95
ECCI	ECCI1	3.72	0.67	0.89	0.87	0.92	0.79	2.19
	ECCI2	3.61	0.69	0.89				2.33
	ECCI3	3.58	0.70	0.89				2.40
SAT	SAT1	3.65	0.66	0.88	0.77	0.87	0.69	1.94	0.38
	SAT2	3.59	0.71	0.87				2.00
	SAT3	2.62	0.85	0.73				1.32
CC	CC1	3.12	0.82	0.90	0.89	0.92	0.80	2.74	0.00
	CC2	3.14	0.78	0.95				2.49
	CC3	3.03	0.80	0.82				2.38
CL	CL1	3.22	0.82	0.89	0.83	0.90	0.75	2.29	0.29
	CL2	3.29	0.89	0.88				2.26
	CL3	3.48	0.90	0.83				1.60

Source: The authors.

Table 3. Discriminant validity analysis.

Variables	CE	PQ	PV	ECI	SAT	COC	COL
Fornell – Larcker criterion
CE	0.86
PQ	0.42	0.88
PV	0.43	0.63	0.85
ECCI	0.43	0.65	0.53	0.89
SAT	0.41	0.65	0.63	0.68	0.83
CC	−0.02	−0.04	−0.21	−0.01	−0.09	0.89
CL	0.39	0.59	0.50	0.53	0.63	0.03	0.86
Heterotrait-Monotrait ratio (HTMT)
CE	–
PQ	0.50	–
PV	0.52	0.76	–
ECCI	0.51	0.75	0.63	–
SAT	0.50	0.81	0.80	0.82	–
CC	0.05	0.04	0.24	0.05	0.10	–
CL	0.47	0.70	0.60	0.62	0.78	0.12	–

Source: The authors.

Figure 2. Research model path coefficients, their significance levels and T values. Source: The authors.

Note: *p < 0.05; **p < 0.01; ***p < 0.001; ns = not significant; H3, H11, H12 not supported

Foresight Industry Research Institute. (2020). China's e-commerce industry market outlook and investment strategy planning analysis report. https://www.qianzhan.com/analyst/detail/220/201119-931dc80b.html

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