As a result of the prosperous growth of electronic commerce businesses and the rapid progress of the information technologies, various innovative e-commerce business models are emerging. In recent years, there is a new and very successful e-commerce business model called ¡§One Deal a Day.¡¨ It is surprising that the way how the One Deal a Day violates many principles of doing good business in the past. For this reason, the purpose of this thesis is to study why and how One Deal a Day can succeed by analyzing the empirical data collected from WOOT! which is the starter of One Deal a Day business model. Overall, the unique characteristics of One Deal a Day include single item only at any moment, 24 hours only or even shorter of selling, great discounts, funny story as marketing tactics, and full of uncertainty. Based on these characteristics and literature, we conclude the success of One Deal a Day is resulted from hedonic consumption and impulse buying behaviors. According to the analysis of empirical data, when the selling time is shorter and more uncertain, or when the price is cheaper, it will encourage more impulse buying. However, the time pressure will negatively moderate the impact of the price on impulse buying. From the aspect of consumer loyalty, we found that One Deal a Day business model is easy to build up consumer loyalty. In addition, when the selling time is shorter and more uncertain, it will attract more consumers with high loyalty, but less new consumers.