Take the “Double 11” as an Example of the Consumer Behavior Analysis of Festival Marketing
- 10.2991/assehr.k.211011.049How to use a DOI?
- Festival marketing, festival ritual sense, consumer psychology, communication, media delivery, immersive marketing, information enveloping
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.
- © 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/).
Cite this article
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 -