The proposed research model was tested with data collected from a web survey website (https://www.sojump.com/) and WeChat. The empirical data was collected during March 1 to April 29, 2016. Participants with OSC experience on Singles’ Day were cordially invited to support this survey. Fifty randomly selected respondents were offered a variety of incentives, such as lottery for coupons and free membership of popular video or music websites.