Impact of Consumer Emotion’s on Consumer Behavior During the Double Eleven Online Shopping Festivals

This study analyzes the factor analysis of consumers participating in the Double Eleven online shopping festival, and studies the role of different emotions in consumption behavior. This study uses the Stimulus - Organism - Response (SOR) theory as the basis, and conducts research through the key factors affecting consumer behavior including, Price discount, Festival atmosphere, Social interaction, Convenience; affecting consumer sentiment including: Pleasure, Arousal, Urgency. In this paper, 613 valid data were analyzed by partial least squares structural equation modeling (PLS-SEM) by means of an online questionnaire. The research shows that the key factors and emotions selected in this paper have a positive effect on consumers, and among the key factors, Price discount has the most obvious positive effect, and among emotions, Urgency can play the most effective role