Research Article
The Behavioral Factors of ‘11.11’ Shopping Festival: A Structural Equation Model
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322866, author={Luyun Chen and Rui Qu and Wangliang Yan and Zheyong Qiu}, title={The Behavioral Factors of ‘11.11’ Shopping Festival: A Structural Equation Model}, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={structural equation model; e-commerce; '1111' shopping festival; online consumption of college students}, doi={10.4108/eai.17-6-2022.2322866} }- Luyun Chen
Rui Qu
Wangliang Yan
Zheyong Qiu
Year: 2022
The Behavioral Factors of ‘11.11’ Shopping Festival: A Structural Equation Model
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322866
Abstract
Based on the theory of shopping festival atmosphere, herding effect, social interaction and impulse consumption behavior, we use Structural Equation Model to construct a consumer purchase behavior model with online shopping atmosphere, social interaction, realistic psychology, incomplete information and rational consumption as latent variables, and puts forward relevant research hypotheses. The results show that shopping atmosphere and social interaction have a significant positive impact on each other, shopping festival atmosphere does have a significant effect on the relationship between large-scale promotion and social interaction on participants' satisfaction due to trust. Shopping atmosphere has a significant positive impact on realistic psychology, social interaction has a significant positive impact on incomplete information. Finally, we provide guidance for the reasonable development of shopping festival.