Comparative Analysis of Consumption during E-Commerce Shopping Festivals and Daily Consumption

互联网的迅猛发展催生了网上购物的繁荣，快递服务亦随之变得更加高效和便捷。网上购物之所以受到广泛欢迎，是因为其商品种类繁多、价格低廉以及快速的配送服务。电商巨头如淘宝推出的双十一购物节，通过大幅度的折扣促销活动，成功吸引了大量消费者，刺激了淡季的销售。通过问卷调查，研究了价格优惠、限时限量销售、购物环境氛围和服务品质等因素对消费者心理的作用。文章运用SOR模型，探讨了这些外部因素如何通过中介变量影响最终的消费行为。同时，利用SPSS21.0和AMOS26.0软件对问卷数据进行了信度和效度检验以及因子分析，以确保问卷的有效性和数据的可信度。此外，还使用AMOS26.0对结构模型进行了合理性检验。根据模型分析的结果，本文总结了影响消费者购买行为的因素，并向消费者、电商平台以及商家提出了建议，旨在促进网上购物和购物节的健康、持续发展。With the rapid development of the Internet, the online shopping industry has risen swiftly, and the express delivery system has become increasingly comprehensive and fast. Online shopping is favored for its wide variety of products, affordable prices, and fast delivery speeds. E-commerce shopping festivals, such as Taobao’s Double Eleven, aim to attract customers during the off-season by offering substantial discounts and promotions. Since then, various shopping festivals have emerged, with sales figures rising year by year. Through a questionnaire survey, the article explores the effects of price discounts, time-limited offers, environmental atmosphere, and service quality on consumer psychology. The SOR model is used to analyze how these external factors adjust the final consumer behavior through intermediary factors. Reliability and validity tests and confirmatory factor analysis of the questionnaire data were conducted using SPSS21.0 and AMOS26.0 software to ensure the questionnaire’s rationality and the reliability of the data. Additionally, AMOS26.0 was used to analyze the rationality of the structural model. Based on the results of the model analysis, conclusions about factors influencing consumer behavior were drawn, and recommendations were made to consumers, e-commerce platforms, and merchants to promote the healthy and sustainable development of online shopping and shopping festivals.