Research On The Influence Of Online Retailer Shopping Festival Based On Situational Effect On Consumer's Purchase Intention

With the rise of online shopping,various e-commerce festivals gradually become the mainstream,regular discount activities and dazzling publicity means to attract more and more people tend to consume in e-commerce festivals.Therefore,e-commerce has gradually become an important part of stimulating domestic demand,accelerating the rapid development of the Internet economy.Under the packaging of merchants,specific e-comnmerce festivals have become another way of featured consumption shopping.So other industries can use this to promote their products.How to use this marketing method to improve the popularity of their products and further expand the market;This is something that operators need to think about further.So this article will make section with UTAUT model for the analysis of electricity influence on consumer purchase intention,on the basis of the original model,combined with in this paper,we study consumer shopping behavior when electricity build section factors to the influence of retention performance expectations and social influence variables,such as efforts to expect from the UTAUT model correction for the product type,to amend the contributing factors for the discount price,at the same time,according to the results of previous studies,you can see that in the process of shopping,perceived risk is important factor that consumers need to consider so join the perceived risk research dimensions.Thus,the influencing factors model of consumers'purchase intention is established.Data were collected through questionnaire survey,and descriptive statistics,reliability and validity analysis,multivariate analysis of variance were conducted on the data collected in the process of questionnaire interview and investigation with SPSS 17.0 software.Then,the structural equation model and multi-group structural equation model were analyzed with AMOS software to draw conclusions.Finally,the empirical research results of this paper show that:social influence,different types of products,price discount range and perceived risk all have a significant positive impact on purchase intention,while performance expectation has a negative impact on consumers' purchase intention.According to the research conclusion,this paper finds that different factors have different effects on different consumer groups.Therefore,during the golden sales period before and after singles' day,merchants can make promotion plans according to different consumer groups to maximize benefits.