Impact of consumer emotion's on consumer behavior during the double eleven online shopping festivals

As online shopping becomes prevalent, many e-commerce platforms have actively created the concept of online shopping festivals for marketing. However, scholars have little research on the online shopping situations created by large-scale activities such as online shopping festivals, and little attention has been paid to the influence of consumer sentiment and consumption behavior. This paper selects some characteristics of online shopping festivals to study the impact of these characteristics on consumer sentiment. We find that urgency has the most significant impact on consumer behavior, followed by pleasure, and arousal has less impact on consumer behavior. Based on the SOR model, this paper takes the characteristics of online shopping festivals as S, selects pleasure, arousal, and urgency as the state of the body, and takes consumer behavior as R, using the PLS-SEM model to measure the relationship between the characteristics of online shopping festivals and consumer emotions. Relationship between them, and find the strength of the correlation between them. We can know that the most attractive path to consumer behavior is to stimulate consumer urgency through the atmosphere.