Research On Participation Behavior Of Online Shopping Festival Based On Stimulus-Organism-Response Theory

With the rapid development of online shopping,the online shopping festival represented by Alibaba“Double Eleven”and Jingdong“6.18”has made the network retailing“blowout”phenomenon.From the beginning of the tens of millions of sales,it reached 168.2 billion RMB and 119.9 billion RMB respectively in 2017.Why other online shopping festivals have not achieved similar success,and what are the reasons for consumers sustained attention and participate in online shopping festival,the above two questions have always been hot spot for e-commerce companies and scholars.In the past,the online shopping festival was regarded as a simple promotion from the perspectives of marketing,psychology and behavior.It is considered that the online shopping festival is the conformity consumption and impulsive consumption brought by the herd effect.However,these studies do not systematically explain the key factors affecting consumers' continued participation in the online shopping festival,and do not pay attention to the impact of the unique festival atmosphere during the shopping festival on consumer psychology and behavior.From the perspective of consumers,this paper takes the "Double Eleven Online Shopping Festival”as a research case based on the stimulus-organism-response model to verify the key influencing factors of repeated participation in the online shopping festival and the moderating effect of the shopping festivals atmosphere on various factors in the model.Firstly,this paper uses structural equation modeling to reveal that promotion scale and social interaction have positive effects on participants' satisfaction-as-trust and satisfaction-as-pleasure,and two kinds of emotional satisfaction are prerequisites for consumers to subsequently generate repeated intention to participate.Secondly,the original model is incorporated into the moderating variables,and the hierarchical regression is used to verify the moderating effect of the shopping festival atmosphere between promotion scale/social interaction and emotional satisfaction,as well as emotional satisfaction and repeated participation intention.According to the results of hierarchical regression,the moderating effect means:(1)The high-perception shopping festival atmosphere group has higher emotional satisfaction and repeated participation intention than the low-perception group;(2)The difference between consumers' emotional satisfaction will gradually decrease with the increase of external stimuli,and the difference between consumers' repeated participate intention will gradually decrease with the increase of emotional satisfaction;(3)In the shopping festival atmosphere,the marketing of people with low-perception shopping festival atmosphere group will achieve better results for their satisfaction and expected repetitive intentions.In summary,e-business platform improves the quality of the online shopping festival,so that consumers can really get the benefits and buy the favorite goods.Ensuring consumers enjoy the pleasure during the shopping carnival by mobilize the participants' social interaction.Using above strategies instead of the single propaganda and preach about the shopping festival atmosphere is the key to the success of the online shopping festival.There are theoretical and practical implications in this paper.First,the interaction between two kinds of stimuli and two kinds of emotional satisfaction were found to be important prerequisite for shopping to receive continuous attention and participation from consumers.At the same time,the shopping festival atmosphere is used as a moderating variable to innovate the original S-O-R model,which is a supplement to the previous research of online shopping festival.Second,it provides e-commerce companies with marketing strategies to build their own exclusive online shopping festivals.On the one hand,they should pay attention to the promotion strategy and strength,so that consumers can be sure that they could get the benefits brought by the shopping festival promotion.On the other hand,they should make full use of the social network to mobilize consumers to share,communicate and recommend during the shopping festival.Let consumers experience the joy brought by crazy shopping,which will be of great significance to the effective development of the online shopping festival.In addition,in the creation of the festival atmosphere,this paper also proposes marketing strategies.It includes pre-heating before the shopping festival,online and offline publicity,the festive design of the website,the red envelope and discount coupon.These will be effective measure to stimulate consumers' shopping enthusiasm.