Promotional information refers to a variety of marketing information to advertise Online Shopping Carnival activities and products. Products promoted by the Online Shopping Carnival are offered with big price discounts, which are claimed to be the lowest in the whole year. Such information usually entices and motivates potential buyers to collectively join the shopping activities (Kauffman & Wang, 2002; Lai, Doong, & Yang, 2006).People are motivated to participate in the Online Shopping Carnival to acquire a good offer through active participation, such as information browsing and searching, sharing purchase experiences and recommendations with decent discounts; interacting with others for bargain hunting; playing shopping games to be entertained and obtain special offers during the process.