Abstract
The purpose of this paper is to debate on community engagement and participation in local community festivals and events by empirically analyzing the factors which either inhibit or facilitate engagement. The application of the motivation-opportunity-ability (MOA) model to the analysis of community festivals is an important contribution. In this study, we focused on Taobao debuted the Double 11 (Bachelor's Day) activity, which has become national fever for Chinese consumers and the sales volume is more than e-commerce services in Taiwan. Based on what mentioned above, the purpose of this study is to connect the C to C fever caused by Third Party Payment, diffusion of innovations theory, MOA and the theory of reasoned action.
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