Abstract: To stimulate the customers’ intention of buying, E-business platforms, such as Alibaba, start to create “virtual festivals”, which appears to be a huge success. Following this trend, E-businesses use countless methods and strategies to create this kind of festivals. Based on collecting a lot of information and data and by using mathematical and statistical methods, this research implements quantitative analyses on the effect of online shopping festivals on customers’ intention of buying cloths. The result shows that online shopping festival atmosphere has positive impact on customers’ intention of buying cloths. In addition, “prized interactions” is the most significant factor, followed by “discount” and “webpage design and navigation”. However, “interaction activities” and “logistics distribution” have certain but not direct impact on customers’ intention of buying cloths.

Key words: festival marketing; online shopping festival atmosphere; cloths; buying intention