ไม่มีข้อมูลบทคัดย่อภาษาไทย
With the rapid development of the Internet economy, consumers' intention to buy online became stronger and stronger. The Double Eleven online shopping festival had a significant impact on the annual sales of various e-commerce platforms. Based on the uniqueness of the online shopping festival, online consumers could only recognize products through virtual observation of the products and the feeling of the shopping atmosphere. By improving the sales performance during the shopping festival, merchants needed to increasingly focus on creating the atmosphere of the online shopping festival through various marketing methods. But how to make consumers having a good shopping experience in the atmosphere of the online shopping festival would be the development of e-commerce. Therefore, this research analyzed the online shopping platform for Double Eleven of household appliance sales in Guizhou, explored the influence factors of purchasing intention and online shopping atmosphere, and suggested further improvement of promotional strategies via the model of the stimulus-organism-response model. Eighteen hypotheses were set to test the impacts between demographic variables and online purchase intention, online shopping atmosphere and online purchase intention, festival atmosphere and online shopping atmosphere, panic-buying atmosphere and online shopping atmosphere, and secure atmosphere and online shopping atmosphere. The results showed other than demographic variables of gender, income, and education had no significant influence on Double Eleven online purchase intention, all other influencing factors proved with the impacts in this festival event.