Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z

The marketing success of online shopping festivals (OSFs) has captured the attention of consumers. However, research on the effects of perceived benefits during OSFs is scarce. This study examines the effects of five perceived benefits on affective commitment to and advocacy for Vietnamese OSFs. Data were collected from young Vietnamese consumers (n = 245) through an online survey company. The collected data were analyzed using SPSS 26.0 for descriptive statistics, frequency analysis, and reliability analysis. AMOS 22.0 was used for confirmatory factor analysis and structural equation modeling analysis. The results show that high levels of price, product, recreational, and social benefits increase affective commitment, thus increasing consumers' advocacy intentions for OSFs. Generational differences are also examined. Interestingly, the convenience benefit of OSFs is a positive factor that increases affective commitment only for Millennials. The recreational and social benefits of OSFs are determinants of affective commitment across generations. The findings enrich the literature on OSF participation in Southeast Asia.

Automated summary

This study examines the effects of perceived benefits on affective commitment and advocacy for Vietnamese online shopping festivals (OSFs). The results show that high levels of price, product, recreational, and social benefits increase affective commitment, thus increasing consumers' advocacy intentions for OSFs. Additionally, convenience benefit is found to increase affective commitment only for Millennials, while recreational and social benefits are determinants of affective commitment across generations.