How online shopping festival atmosphere promotes consumer participation in China

Abstract Despite the immense success of China’s Double Eleven online shopping festival (OSF), research on how OSFs’ unique atmosphere relates to customer behavior has been scarce. This study investigates influence OSF consumers’ participation based stimulus–organism–response framework. Based data from 239 young Chinese consumers (in their 20 s and 30 s) using structural equation modeling, this explores three types—promotional, entertaining, social interaction—on continuous intention. All types are found excitement, which strengthens Additionally, moderating effect perceived time pressure is highest for relationship between entertaining followed by that interaction excitement. The greater consumers, stronger entertaining/social bridges gaps in literature atmosphere, consumer sentiment, consumption.