Online Holiday Marketing’s Impact on Purchase Intention: China’s Double-11 Shopping Carnival

This study examines the impact of online holiday ma rketing, also called festival marketing, on consumer purchase intention in China. To that end, we gathered data from 317 questionnaires distributed in China w ho have experienced online shopping with 296 useful samples. This study also identified f stival atmosphere, time pressure, and price discounts as moderators in the relationsh p. The findings demonstrated that consumers’ perceived usefulness and ease of use of th Internet promotion of the festival had positive effects on their purchase intention, w hereas their perceived risk had a negative effect on their purchase intention. In add ition, price discounts and festival atmosphere had significant positive moderating effe cts on their purchase intention. Both theoretical and practical implications for further r search are discussed.