Research on Influencing Factors of Consumer Shopping Behavior in Online Shopping Festival

Abstract

Studying the influencing factors of consumer shopping behavior during the online shopping festival is of great significance to the development of the shopping platform and the marketing strategy of the merchant. Based on shopping motivation theory, social influence theory and herd theory, this paper divides the influencing factors of consumer shopping behavior during online shopping festival into utilitarian shopping motivation, hedonic shopping motivation, social influence and herding four dimensions, and builds online shopping. A research model is built on the influencing factors of consumer shopping behavior during the festival. Data were collected through questionnaires, and statistical analysis and hypothesis testing were performed using SPSS and Smart PLS. The study found that utilitarian shopping motives, hedonic shopping motives, social influences and herdism significantly affected consumers' shopping behavior during the shopping festival, and social influences have a significant effect on the public.