| With the rapid development of e-commerce,the online shopping festival represented by Tmall "Double Eleven" and Jingdong "6.18" has a significant impact on the annual sales of the platform.The online shopping festival has become an important time node for the e-commerce platform.In order to satisfy consumers' pursuit of a better life and to achieve good sales during the shopping festival,businesses are increasingly focusing on creating a network festival atmosphere through various marketing methods,in order to allow consumers to have a good sensory experience and emotional experience in the process of shopping.However,it has been found that e-commerce companies use a variety of means to create an atmosphere and invest a lot of manpower and material resources,but the effect is not as good as expected.Therefore,it is necessary to study the influence of different network festival atmospheres on consumers' purchase intention,so as to accurately invest limited human and material resources into the corresponding marketing activities.At present,the research on the atmosphere of online shopping festival mainly focuses on the field of daily online shopping atmosphere,focusing on the influence of factors such as product promotion,web design and product display on consumer purchase.There is less research on the online shopping atmosphere created by large-scale activities such as online shopping festivals,and there is no emphasis on the impact of the unique shopping atmosphere during the shopping festival on consumer sentiment and behavior.Therefore,this article mainly explores the following questions: Which shopping festival atmosphere elements can effectively promote consumer purchases? What kind of path does the online shopping festival atmosphere created by the merchants affect consumer purchases? What factors are more effective in affecting consumers' purchase intention?Based on the SOR model and the characteristics of the online shopping festival,this paper introduces four kinds of incentives(S)reflecting the atmosphere of online shopping festivals,such as online festival promotion,website festival design,network festival interaction and festival payout commitment,to explore its influence mechanism on consumers' purchase intention.At the same time,it is noted that previous studies have paid little attention to the influence of negative emotions on consumers' purchase intention.This paper selects the sense of pleasure,arousal and urgency as the state of the body(O).Among them,the sense of pleasure and arousal are positive emotions and urgency as negative emotions,and consumers' purchase intention is taken as a reaction variable(R).In this study,data were collected by questionnaires,428 valid questionnaires were collected,and the model was tested using Smart PLS.The conclusions of the study mainly include the following:(1)Network festival promotion,website festival design,network festival interaction and festival payout commitments four types of online shopping festival atmosphere have a significant positive impact on consumers' purchase intention.They are indirect effects and need to be transmitted through the mediating effects of pleasure,arousal and urgency.(2)The four types of the online shopping festival atmosphere have significant differences in consumer sentiment.The network festival promotion and festival payout commitment have a more significant effect on the sense of pleasure and arousal,and the interaction between the website festival design and the network festival is more significant for the sense of urgency.(3)The sense of pleasure,arousal and urgency have a significant positive impact on consumers' willingness to purchase.The sense of urgency has the most significant impact on consumers' willingness to purchase,and the impact of pleasure is second.And the sense of pleasure,arousal and urgency have a significant mediating effect between the dimensions of the online shopping festival and the willingness of consumers to purchase. |
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