Research On E-commerce Festival Phenomenon From The Perspective Of Ritual Consumption

China has entered into the consumer society,online shopping gradually becomes animportant consumption form in popular social life.With the joint influence of internetculture and consumerism,E-commerce festivals Phenomenon appears,E-commerce festivalsPhenomenon is an unique phenomenon in the Internet environment.This article analysis thephenomenon from the perspective of consumerism and ritual consumption,which focuses onTmall"1111"Online shopping carnival in2013.Firstly,study the evolution of the path fromtraditional ritual network carnival and the role of media in ritualization ofconsumers’behavior with the perspective of ritual and consumer culture.Secondly,Clarifyand study the development of online shopping,E-commerce festivals phenomena andTmall"1111"Online shopping carnival,and explore how commercial power and networktechnology incorporate and use Singles Day in the trend of electroniccommerce.Finally,criticize the consumption tendencies in E-commerce festivalphenomena,and analyze the false nature of online shopping festivals.