Author(s): Xu Ye, Shimin Huang, Rong Hou, Nor Asiah Binti Omar
This paper aims to explore the influence of online festival marketing on consumers’ irrational consumption. From the perspective of communication ceremony, this paper takes tmall "double eleven" as an example to investigate the influence relationship between the two. This study introduces the concept and development process of the concept of communication ceremony, respectively from the concept and characteristics of two aspects, aiming to understand the current development status of online festival marketing and the shaping of communication ceremony. This paper analyzes the influence mechanism of consumers' irrational consumption behavior. Supported by the above theory, this paper takes the online festival marketing as the independent variable and the consumer irrational consumption as the dependent variable, proposes the hypothesis, and constructs the corresponding structural equation model. Through the statistics of relevant data, the empirical conclusion is drawn. The commodity discount strength, platform full reduction activities, limited time and advance payment consumption mode in online festival marketing can promote consumers’ irrational consumption to a certain extent, that is, online festival marketing exerts a positive impact on consumers' irrational consumption.