Abstract
During the last nine years, more and more young people are joining in the carnival on November 11(Double 11 Shopping Festival). Millennials are often not asked why they are going to do online shopping on this day. Firstly, the focus of our study is to understand the avenues of information that are used by millennial shoppers for consumption choices related to Double 11 shopping festival. Secondly, we are interested in what attracts this group to the online venue from a list of motivational factors including social and financial savings. The study provides a minor look at carnival day to analyze the data collected through different methods, such as questionnaire and search engines in the internet. The results of the evaluation show significant information about millennial consumption motivation. This illustrates the reason why Double 11 carnival is so popular and for young college students. Moreover, how Alibaba’s the Double 11 is so successfully with China’s youth. This consumer inquiry will be used to answer some potential marketing problems.
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