Abstract: The phenomenon of flow experience exists in College Students’ online shopping on Singles Day The online store should promote flow experience of online consumers, and further stimulate consumption behavior by using it Specifically, online shops should create the festival atmosphere of Singles Day, improve remote present force and interaction level, enhance shopping navigation ability and response speed of shopping website, and through guiding the flow experience, promote the probability of expected consumer behavior.

Key words: college student, Singles Day, online shopping, flow experience, structural equation model