Drivers of continuance participation intention in online retail sales events

Abstract

Purpose This study aims at identifying the major drivers influencing the consumers' continuance participation intention (CPI) in online retail sales events (ORSE). It focuses on the associations of ritualistic consumption and deal proneness with shopping engagement (SE), the association between SE and CPI, and test the moderation effect of fear of missing out (FOMO). Design/methodology/approach Data were collected using an online self-administered questionnaire from 500 respondents with past online retail sales events (ORSE) experience. Consistent partial least squares structural equation modeling (PLS-SEM) was applied to the gathered data as the method for analysing the proposed research model. Further, the moderating role of FOMO was validated with a multigroup analysis based on permutations. Findings The findings show that ritualistic consumption and deal proneness are positively related to SE. SE is positively associated with CPI. In addition, FOMO strengthens the relationship between SE and CPI. The multigroup analysis further supports this moderating effect. Originality/value The present study contributes to the literature in three distinct ways. First, it shifts attention from initial participation to continuance participation in ORSE, a context that remains underexplored. Second, it extends engagement research by identifying ritualistic consumption and deal proneness as key antecedents of SE in time-limited retail events. Third, it demonstrates the boundary role of FOMO in strengthening the SE and CPI relationship.