本研究以狂歡化理論(Carnivalization Theory)解釋2015雙11全球狂歡節環境下的購物狂歡的現象，並基於Sun (2013)之羊群效應(Herd Behavior)觀點，探討2015阿里巴巴雙11全球狂歡節環境下的購物狂歡促成因素，依文獻探討發展出兩個促成人們購物狂歡的因素，分別為訊息誘因及社會影響，並建立研究模式與提出研究假說，接著透過研究模式發展衡量問卷，再對問卷受測對象－中國人民進行實際問卷調查，總共回收428份有效樣本，並根據有效樣本進行統計假說的驗證分析，研究結果發現(1)訊息誘因對狂歡有正向影響關係。(2)社會影響對狂歡有正向影響關係。(3)狂歡可以透過參與、互動與愉悅來衡量。
本論文的實證研究結果可提供學界後續相關研究的理論基礎，除此之外，亦能夠提供企業瞭解購物狂歡之促成因素，並能建議企業善加利用訊息誘因以及社會影響的力量，促進人們參加購物狂歡，讓購物狂歡的成效更大。

This study has discussed phenomenon of online shopping carnival and figured out the antecedents of facilitating online shopping carnival through Alibaba double eleven global carnival in 2015. Based on carnivalization theory, this study identified three essences of the phenomenon of online shopping carnival. These essences respectively are participation, interaction and hedonic. In addition, this study took two of antecedents of facilitating Alibaba double eleven global carnival into consideration which base on herd behavior perspective. The antecedents are informational incentives and social influences.
This study reviewed former literature and developed hypotheses at first. Second, research model and questionnaires were built up. Third, this study collected the survey data quantitatively and empirically validated hypotheses. Questionnaires for the study were collected by using an online survey. The research target are people living China who had the experience to participate in Alibaba double eleven global carnival in 2015.This study has collected 428 valid questionnaires.
The proposed hypotheses have been tested by using structural equation modeling of SmartPLS 2.0. According to the result which shows that informational incentives have a positive influence on online shopping carnival. Second, there has positive influence between social influences and online shopping carnival. Third, participation, interaction and hedonic are the proper measurements of online shopping carnival.
The results of this study are able to provide the basis of theory about facilitating online shopping carnival for following academic researches. In addition, this study also provide business an insight of facilitating online shopping carnival which suggest that business is able to attract the attention of people through informational incentives and social influences to make online shopping carnival more successful.

論文審定書..............................................................................................i
致謝.......................................................................................................ii
中文摘要................................................................................................iii
Abstract.................................................................................................iv
第一章 緒論............................................................................................1
第一節 研究背景與動機............................................................................1
第二節 研究目的與範圍............................................................................5
第三節 研究流程......................................................................................5
第二章 文獻探討......................................................................................7
第一節 狂歡化理論...................................................................................7
第二節 羊群效應....................................................................................12
第三節 假說發展....................................................................................14
第三章 研究方法....................................................................................23
第一節 研究模式....................................................................................23
第二節 研究變項之操作型定義................................................................25
第三節 問卷設計....................................................................................30
第四節 研究對象與問卷回收....................................................................31
第五節 資料分析方法..............................................................................31
第四章 問卷結果與分析..........................................................................34
第一節 回收問卷基本資料分析................................................................34
第二節 信度與效度................................................................................39
第三節 模式驗證與假說檢定...................................................................43
第五章 結論..........................................................................................47
第一節 研究結論....................................................................................47
第二節 研究貢獻....................................................................................49
第三節 研究限制....................................................................................51
第四節 未來研究方向.............................................................................52
文獻參考..............................................................................................53
附錄一 專家效度調查問卷......................................................................58
附錄二 正式問卷...................................................................................62

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