Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China

Abstract

As online shopping carnivals held by giant e-commerce platforms have achieved huge commercial success in terms of both, profit scales and brand building, the marketing strategies that the companies have adopted to promote their ideas and so swiftly influence consumer behavior have attracted wide attention. This article will first begin with the introduction on the phenomenon of online shopping carnival in China especially, the largest one which is the “Double Eleven” Global Online Shopping Carnival where there will be a brief discussion on its nature, history, scale, and huge influence on the Chinese society. Then, the discussion will be focused on the marketing secrets of its contagiousness and the reasons why everyone talks about it from three dimensions whereby it provides social currency, it is of practical value, and it evokes emotions. An analysis will then be done on the marketing contributors to its high sales volume of “Why people are participating?” with purchase motivation theory, social influence theory (SIT), and conformity theory. Finally, the passage will explore the definition of impulse buying as well as its impacting factors in online shopping experiences, and then explain the high incidence of this phenomenon during carnivals from two dimensions which include the low-price strategy and the stimulation from shopping environment. This article aims to help people understand online shopping and shopping carnivals better while the tips of promotion strategies and analysis on consumer behavior would provide a referential value for companies that are interested to raise certain brands’ publicity in addition to attract more consumers.