Take the “Double 11” as an Example of the Consumer Behavior Analysis of Festival Marketing

DOI

10.2991/assehr.k.211011.049How to use a DOI?

Keywords

Festival marketing, festival ritual sense, consumer psychology, communication, media delivery, immersive marketing, information enveloping

Abstract

This paper analyzes immersive marketing and festival marketing. It selects the famous e-commerce festival “Double Eleven” in the Chinese market to make a detailed discussion and analyzes the immersive communication and the sense of consumption ceremony behind it. By issuing questionnaire surveys to different groups to show the main factors that stimulate consumers to participate in the “Double Eleven” event, and explore the main factors that constitute holiday marketing and the reasons that affect consumers’ participation in holiday consumption.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Maosheng Li
PY  - 2021
DA  - 2021/10/12
TI  - Take the “Double 11” as an Example of the Consumer Behavior Analysis of Festival Marketing
BT  - Proceedings of the 2021 6th International Conference on Modern Management and Education Technology（MMET 2021）
PB  - Atlantis Press
SP  - 278
EP  - 285
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211011.049
DO  - 10.2991/assehr.k.211011.049
ID  - Li2021
ER  -