| With the rapid development of Internet economy, online shopping occupies a more and more important position in consumers’ shopping behavior. Unlike shopping in the traditional shop, online shopping has its own characteristics, when shopping online consumers cannot perceive the commodities by touching like in the traditional shop. Online consumers can only perceive the goods through the virtual observation and the feeling of the site’s atmosphere. With a review of the previous research literature, this study found that in the previous studies of online shopping atmosphere, mainly in web design, the merchandises’ display and security, the existing research on the shopping atmosphere that created by large-scale shopping activities of the online shopping just like double eleven shopping carnival is less. Lacks the research of online shopping atmosphere combined with the current online shopping under the new situation.First this paper analyzes the dimension of online shopping atmosphere under a new online shopping situation on the basis of the relative studies of previous scholars, combined with the characteristics of double eleven shopping carnival, and through the depth interview. Secondly on the basis of S-O-R model, according to the logic of "online shopping atmosphere-consumption emotions-online shopping behavior" in this article, revealing the influence mechanism that the online shopping atmosphere does to online shopping behavior comprehensively and deeply. This paper defines the variables, such as the online shopping atmosphere, consumer emotion, online shopping behavior, and puts forward the hypothesis of this article. We designed the questionnaire of this paper combined with the research, confirm the formal questionnaire on the basis of preliminary investigation. Finally, empirical analysis, were carried on the data gathered by statistical tools, for example SPSS 19.0 and AMOS 18.0. What’s more, we verified the hypothesis proposed in this paper, analyze the impact of online shopping atmosphere on customers’ emotion, the impact of customers’ emotion on online shopping behavior. Then, we found out the mechanism about the influence of online shopping atmosphere on online shopping behavior.According to the study, we found that online shopping atmosphere is made up of several dimensions, such as the festival atmosphere, convenient atmosphere, preferential atmosphere, snapping up atmosphere and security atmosphere. In addition, online shopping atmosphere have positive influence on customers emotion. However, the extent of the impact of different online shopping atmosphere is different. The festival atmosphere, preferential atmosphere and security environment can directly affect sense of pleasure and Sense of arouse. But convenient atmosphere and snapping up atmosphere can only affect Sense of arouse. Furthermore, customers’ emotion have positive influence on online shopping behavior. Among them, sense of pleasure has positive influence on purposed and impulsive online shopping behavior. Sense of arouse has positive influence on impulsive online shopping behavior alone. |
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