Author(s)

Wang Sufen ¹, Xu Mengqi ¹, Li Yitong ¹, Zhu Jiayao ¹, Ji Xiang ¹, Hu Xiaohong ¹, Xia Hanqian ²

Affiliation(s)

¹ Glorious Sun School of Business and Management, Donghua University, Shanghai, China
² The College of Humanities, Donghua University, Shanghai, China

Corresponding Author

Wang Sufen

ABSTRACT

This paper uses the stimulus-organism-response framework to construct a conceptual model in which emotion and cognition of customers and situational factors affect purchase intention in C2B (Customer to Business) advance selling. Based on the data from 232 college students and some young white-collar workers, this study reveals that: (1) the perceived value is the key factor that influences customer's willingness to buy, and it completely mediates the influence of arousal and pleasure state on purchase intention. (2) Price discount and reserved quantity positively influence the arousal and pleasure. Both arousal and pleasure completely mediate the effects of price discount and reserved quantity on perceived value. The findings will help better understand the behavior of customers in C2B advance selling.

KEYWORDS

C2B advance selling; Purchase intention; Customers' emotion and cognition; S-O-R model

CITE THIS PAPER

Wang Sufen, Xu Mengqi, Li Yitong, Zhu Jiayao, Ji Xiang, Hu Xiaohong, Xia Hanqian, The Effects of Situation, Customers' Emotion and Cognition on Purchase Intention under C2B Advance Selling in China. Industrial Engineering and Innovation Management (2024) Vol. 7: 127-133. DOI: http://dx.doi.org/10.23977/ieim.2024.070416.

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