The purpose of this study is to investigate the impact of Participating inDay-marketing the consumer's shopping motivations to satisfaction andrepeat visits and repurchase, as well as to demonstrate the moderating effectsof involvement and customers’ demographics.On the basis of literature review, there are some hypotheses to achieveresearch goals. The consumer's shopping motivations have a positive(+)effect on satisfaction. The Economic shopping motivations have a positive(+)effect on satisfaction. The Convenience shopping motivations have apositive(+) effect on satisfaction. The Diversity search shopping motivations have apositive(+) effect on satisfaction. The Simply visit shopping motivations have apositive(+) effect on satisfaction. The Social shopping motivations have a positive(+)effect on satisfaction. The Reasonably shopping motivations have a positive(+)effect on satisfaction. The consumer's satisfaction have a positive(+) effect onrepeat visits and repurchase intention. The consumer's shopping motivations have a positive(+)effect on repeat visits and repurchase intention. moderating effect of the involvement the relationshipbetween consumer's shopping motivations and consumer's satisfaction.The data was collected from 350 Chinese during from 20th January to 28thFebruary. In the analysis, 300 data was valid to achieve it.The results of the research are as follows.First, consumer's shopping motivations was positively associatedconsumer's satisfaction. In detail, all consumer's shopping motivations(Economic shopping motivations, Convenience shopping motivations, Diversitysearch shopping motivations, Simply visit shopping motivations, Socialshopping motivations, Reasonably shopping motivations) had positive effectsto consumer's satisfaction expected. It means that consumers who Throughonline shopping mall in China, Leisure and playfulness when they shopping inonline shopping mall Day-marketing Activity. We can know Providereasonably priced products and Provide cost-effective products to theconsumer is very important.Second, consumer's satisfaction had a positive effect on repeat visits andrepurchase intention. When the chinese consumers want to shopping in onlineshopping mall Day-marketing Activity, consumer's satisfaction had a positiveeffect on repeat visits and repurchase intention. So sellers to grasp and meetconsumer demand. Now many Chinese online shopping mall not only in theChinese market, enter the foreign market competition has intensified. So inorder to improve the market share of foreign markets, sellers need to knowmore about foreign consumer demand, and provide needed services for them.Third, the consumer's shopping motivations had a positive(+) effect onrepeat visits and repurchase intention. Sub-concepts consumer's shoppingmotivations(Economic shopping motivations, Convenience shoppingmotivations, Simply visit shopping motivations, Social shopping motivations,Reasonably shopping motivations) had positive effects to repeat visits andrepurchase intention. That means that the consumers who shopping in onlineshopping mall Day-marketing Activity in China, are tendency to take aconsider on Economy, Convenience, Interesting, Rationality and SocialShopping. Social shopping motivations in the most influential reason isdisplayed. Consumers have other friends, peer groups and informationexchange occurs vigorously showed that you can increase your repeat visitsand repurchase intention.Fourth, the moderating effect of the involvement in the relationship betweenaccuracy of consumer's shopping motivations and consumer's satisfaction wasproved. And the moderating effect of the involvement in the relationshipbetween Convenience shopping motivations and consumer's satisfactionsignificant. Sales need for market segmentation based on level of attention.