Abstract
The purpose of this study is to examine the impact of promotional product characteristics, environmental factors, and personal shopping preferences on shoppers' participation in online shopping events. As the background of the study is the e-commerce shopping festival "618", an S-O-R model is constructed by adding the moderating effect of consumers' internal organismal psychological activities. Using SPSS and AMOS software to analyze the data of 255 questionnaires, it is found that the diversity of products, the infectivity of the environment and the impulse of online shopping have obvious positive effects on "618" and other shopping festivals. In addition, we found that time pressure, a moderating variable, moderates the effect of product diversity on participation. The influence of product richness on participation can be regulated positively by time pressure, while online shopping impulsivity can be weakened by it, while environmental contagiousness can’t be controlled by it. In the context of economic downturn, it is meaningful to figure out how to stimulate online shopping engagement which is the main way of boosting economic growth these years.
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