To buy or not to buy? Analysis of Consumers' Purchase Intention in the Context of Multiple Shopping Festival

Online shopping is an indispensable part of current consumer life, and the holding of online shopping festivals also has a profound impact on consumers' purchasing behavior. Through literature review, this paper explores the influencing factors of consumers' purchase intention under multiple shopping festivals. This paper believes that the factors that influence consumers' willingness to buy at multiple shopping festivals mainly include four factors: the scale of shopping festivals, the degree of false discounts of online retailers, the experience of consumer shopping festivals and price expectations. Among them, consumers' purchase sentiment is influenced by consumers' emotions.