Abstract:

 Large online promotion, as a new promotion way in recent years, provides special consumption context for consumers Consumer surveys before and after the Taobao “Double 11” promotion were used to collect empirical data, and structural equation model was introduced to reveal influencing factors and mechanism of unplanned consumption The study shows that in-store slack exists in large online promotion In-store slack, promotion range, shopping time and social environment have significant effects on unplanned consumption Preparation time has indirect effect on unplanned consumption through in-store slack and shopping time The results provide theoretical foundation for large online promotion in e-business platform

Key words: large online promotion, unplanned consumption, in-store slack, social environment;taobao