Questionnaire Data (Survey on SDFs).

China’s Singles Day Shopping Festivals (SDSFs) have continuously attracted consumers in recent years. As large-scale online sales events, their atmospherics have not yet been systematically analyzed. The present study aims to develop a measurement scale named “shopping festival atmospherics” (SFA) to capture the major dimensions of the atmospherics created by SDSFs. Following a rigorous procedure, both qualitative and quantitative approaches are employed to develop the measurement scale. Finally, three dimensions (cultural cues, social cues, and online cues) that contain eighteen attributes are extracted. The present study also identifies several novel shopping atmospheric cues that have not been mentioned in the literature. The happily crowded environment (“Renao” in the Chinese language) is a positive atmospheric cue for Chinese participants. A fair shopping environment is also a positive atmospherics cue as participants worry about price scams. Finally, the limitations and suggestions for future research are presented at the end of the paper.

近年来，中国双十一购物节（Singles Day Shopping Festivals, SDSFs）持续吸引着广大消费者。作为大型线上促销活动，其购物氛围尚未得到系统性分析。本研究旨在开发一套名为「购物节氛围」（shopping festival atmospherics, SFA）的测量量表，以捕捉双十一购物节所营造的购物氛围的核心维度。本研究遵循严谨的研究流程，结合定性与定量研究方法开发该测量量表。最终，研究提取出包含18个测量题项的三大维度：文化线索、社会线索与线上线索。本研究同时识别出若干现有文献尚未提及的新型购物氛围线索。热闹拥挤的环境（中文称「热闹」）是中国受访者认可的积极氛围线索。鉴于受访者普遍担忧价格欺诈问题，公平透明的购物环境同样属于积极氛围线索。最后，本文在结尾部分阐述了本研究的局限性，并对未来研究方向提出了建议。