“秒杀”如今已成为电子商务商家的一种新的营销方式,也成为消费者网购的新行为。我们以国内最大的B2C网站京东商城中的“夺宝岛”“秒杀”营销为例,研究“秒杀”营销中商品推荐、信息提供、价位驱动等促销特性对消费者网络购物感知所产生的影响,并促使消费者网络购买行为产生的机制,从而提出可以增加消费者网络购买行为的一些建议。 “Spike ” has now become a new marketing method for e-commerce businesses, but also become a new behavior of consumer online shopping. We take the “B2C website” in China’s largest B2C website as an example to study the promotion of consumer products such as product recommendation, information provision, price-driven marketing features such as “spike” The impact of shopping perception, and promote the mechanism of consumers ’online shopping behavior, so as to put forward some suggestions that can increase consumers’ online shopping behavior.