Abstract: With the development of technology as well as the popularity of the electronic commerce, online shopping has become a new shopping choice for lots of Chinese. Shopping online has been a new tendency for most Chinese.This article is aiming at analyzing the effect of the enrollment of traditional travel agency on the double eleven online shopping carnival from the perspective of the tourist, the travel agency and Fliggy.Questionnaire method was used to analyze customers degree of satisfactions and to predict shopping cart on the carnival. The American Customer Satisfaction Index Model and multiple statistics method are also used to analyze data from questionnaires. The existing problems are pointed out, which may help Fliggy and other largescale online travel agencies improve their products and services.

Key words: the double eleven shopping carnival, tourism phenomenon, influence research

摘要： 随着科学技术进步、互联网普及与电子商务的发展，在线购物已成为购物新形式。以双11购物狂欢节为首的网络购物节事活动受到众多消费者热捧。从旅游者、旅行社以及飞猪旅行平台三个角度探索双11旅游节事活动中影响消费者网购满意度与购买行为的因素。基于问卷研究结果，根据消费者行为学中的ASCI顾客满意度指数模型理论，构建消费者满意度及购买影响因素模型，并提出9个可能影响消费者旅游产品购买行为的假设，对旅游电商平台和旅行社的发展提出创新性改进思路，为今后双11及其他旅游节事销售提供有益建议。

关键词: 双11购物狂欢节, 旅游节事, 影响研究