Embracing the definition of information influence proposed by Deutsch and Gerard (1955), this study defines informational incentive as the extent to which an individual accepts information from incentivized promotional messages and consumer reviews.Informational incentive is perceived as enhancing the individual's knowledge about the Online Shopping Carnival activities and is inherently conducive to the maximization of people's perceived values regarding Online Shopping Carnival behaviors (Burnkrant &Cousineau, 1975).