近幾年來消費市場受到疫情外在環境的劇烈影響促成宅經濟的誕生，以及在各式電子商務平台的興盛下，消費者逐漸把購物場域從線下搬移至線上，隨之而來的是業者多元的行銷及促銷操作，其中阿里巴巴淘寶商城於2009年創造的光棍節帶動線上購物狂歡節的浪潮，月月造節儼然已成為今日電商平台新的行銷策略，通過提供巨量的折扣和營造節慶氣氛來刺激個體的消費慾望。在線上購物狂歡節期間，消費者將大量的接觸到業者操作之環境刺激，本研究以刺激－有機體－反應模型為研究架構，透過文獻梳理後擇以資訊性社會影響、規範性社會影響、氣氛、愉悅、喚醒、顧客參與意圖及顧客忠誠度等面向，來探討台灣消費者對環境刺激所產生心理狀態之影響，進而影響消費者之參與購物節意圖以及對其電商平台之忠誠度。
本研究採用問卷調查法，總計共回收183份，剔除無效問卷22份，並使用迴歸分析檢驗模型與假說。研究結果顯示，資訊性社會影響及規範性社會影響均會顯著正向影響消費者愉悅及喚醒之心理狀態；氣氛對消費者愉悅及喚醒心理狀態之影響程度不顯著；愉悅及喚醒對消費者參與購物節之意圖影響程度為正向影響；愉悅及喚醒對消費者忠誠度也具有正向影響力。本研究結果提供電商平台業者未來在推行相關購物狂歡節時需格外重視之實務建議，以透過短期的節慶促銷帶動長遠的顧客忠誠度。

With the prosperity of e-commerce platforms and the changes in consumption habits, consumers are increasingly shopping online more than offline. More and more online shopping carnivals promotions are appearing in our daily life, such as Cyber Monday and the well-known China Singles' Day. Therefore, this study aims to understand the factors that influence consumers in online shopping carnivals through literature review and under such external environmental stimulus, which in turn affects consumers' participation intention and e-loyalty to such e-commerce platforms.
This study proposed hypotheses under the Stimulus-Organism-Response model as the research structure which considered informational social influence, normative social influence, atmosphere, pleasure, arousal, customer participation intention, and customer loyalty as variables. 181 responses were collected and 22 invalid questionnaires were excluded. This study used regression analysis to test all hypotheses and the results showed that both informational social influence and normative social influence had positive effects on pleasure and arousal, but the other variable, atmosphere, had no significant effect on both. Both pleasure and arousal had positive effects on customer participation intention and customer loyalty. The results of this study provide managerial suggestions for e-commerce platform operators to spend extra effort on implementing online shopping carnivals in the future.

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