About | Contact Us | Register | Login
ProceedingsSeriesJournalsSearchEAI
Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China

Research Article

The Behavioral Factors of ‘11.11’ Shopping Festival: A Structural Equation Model

Download860 downloads
Cite
BibTeX Plain Text
  • @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
Luyun Chen1,*, Rui Qu1, Wangliang Yan1, Zheyong Qiu1
  • 1: Hangzhou Dianzi University
*Contact email: 18071201@hdu.edu.cn

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.

Keywords
structural equation model; e-commerce; '1111' shopping festival; online consumption of college students
Published
2022-10-13
Publisher
EAI
http://dx.doi.org/10.4108/eai.17-6-2022.2322866
Copyright © 2022–2025 EAI
EBSCOProQuestDBLPDOAJPortico
EAI Logo

About EAI

  • Who We Are
  • Leadership
  • Research Areas
  • Partners
  • Media Center

Community

  • Membership
  • Conference
  • Recognition
  • Sponsor Us

Publish with EAI

  • Publishing
  • Journals
  • Proceedings
  • Books
  • EUDL