Abstract: It is an important marketing strategy to create an infectious shopping atmosphere under the network trading environment. Based on the SOR theory, this paper divides the external stimulating factors that constitute the shopping festival atmosphere into four dimensions: interaction, individuation, entertainment and economy, and analyzes consumers impulse buying behavior in shopping atmosphere by constructing a research model of online shopping festival atmosphere affecting consumers impulse shopping behavior. It is found that the individualization, entertainment and economy of the shopping festival atmosphere have significantly positive influence on the consumers arousal emotion, and the interaction, entertainment and economy significantly affect consumers pleasurable mood, arousal emotion significantly affects consumers pleasure perception, and significantly influences consumers impulse buying behavior with pleasure perception.

Key words: shopping festival, shopping festival atmosphere, SOR model, impulse buying