Describe an Analysis of online festival marketing  /e-commerce) on consumers ‘ irrational consumption

Analysis of online festival marketing(/e-commerce) on consumers ‘ irrational consumption (title does not have to be exactly the same as the given one);
must include :
6 hypotheses，need both positive, negative, and null hypotheses；
dependent variable and independent variable control, mediator ;
refer to charts, statistics, and calculations.
take Tmall’s “Double Eleven” as an example.

（Info about Tmall： https://en.wikipedia.org/wiki/Tmall)