PurposeThe purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the possible interaction between product promotion and atmosphere promotion strategies on their participation intention in online shopping festivals.Design/methodology/approachThis paper conceptualized consumer perception of product promotion strategies of online shopping festivals as Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion and Perceived Fun of Promotion Activities and atmosphere...
