Abstract: 【Objective/Meaning】As more and more consumers tend to buy tea online, it was of great significance to solve the imbalance of tea production and marketing in China by understanding the influencing factors of consumers' online purchasing behavior and promoting more people to try and get used to buying tea online. 【Methods/Procedures】The descriptive statistical analysis and factor analysis were applied to 218 survey data to analyze the consumers' behaviors of tea online shopping in the “double eleven” shopping festival from the perspectives of consumers' personal characteristics, cognition of shopping platforms, environmental factors and marketing factors. 【Results/Conclusions】During the “double eleven” shopping festival, consumer' tea purchasing behavior was mainly influenced by the interaction of three factors, namely consumers' attractiveness, consumers' attention and consumers' convenience. By providing personalized services, diversified promotion methods and fast and simple services, the attention of consumers would be enhanced, which was conducive to the development of consumers' tea habits, so as to solve the problem that tea production exceeded sales in China.