Study Of Effects Of Making Festival By The Internet On University Students Consumer Behavior Intention

Growing maturity and development of the Internet has made it deep into every aspect of our lives. Shopping online is one of them. In order to attract the attention of consumers, many online retailers tobuilt many new marketing models. They use the powerful propaganda network and unmatched network propaganda advantage to attract the attention of consumers, the festival of Double Eleven is one of them. I looked up the relevant literature found that the relevant reports and articles are described the phenomenon and phenomena turnover statistics of the Double Eleven, but relatively little academic research related to it, while about Double Elevenan empirical study of a promotional effect on consumer behavior scenario intention is relatively lacking.In the above context, this paper use Double Eleven as an example, explores themarketing of theDouble Elevento the impact of consumer behavior. Combined with previous literature, attitude-intention-behavior model of consumers as a theoretical basis, the integrated use of information technology acceptance model (TAM) and innovation diffusion theory (IDT) of these two classical theory, selected and adapted for the characteristics of this article study variables were studied to establish the theoretical model. Drawing on previous scale, based on the way to the questionnaire, the structure of the model assumptions and the model is validated. Overall, the theoretical model has been effectively supported by statistical data. The results show that: first, perceived usefulness, perceived ease of use, consumer behavior characteristics in the network build festival attitudes promotion scenarios have a positive influence, perceived ease of use has a positiveinfluence of the perception usefulness. Second, the effect of perceived risk on consumer behavior in the network section made promotional scenarios attitude was not significant.The results of this study may provide some inspiration to the online retailers network businesses, hoping they can make better use of the network section of this new means of making their profit maximization. We also hope the relevant departments to regulate online shopping environment, so that the interests of consumers will be protected.