The Impact of Consumer Engagement and Brand Emotion on Purchasing Behavior in the New Retail Environment

• 영문명: The Impact of Consumer Engagement and Brand Emotion on Purchasing Behavior in the New Retail Environment
• 발행기관: 한중경제문화학회
• 저자명: Rui Lyu
• 간행물 정보: 『한중경제문화연구』제24권, 15~26쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.11.30

영문 초록

This study rigorously investigates the multi-faceted factors influencing consumer purchasing behavior in the emerging retail landscape context and posits a suite of optimization strategies. The paper begins by delineating the current trajectory of the new retail industry, underscoring the pivotal role that big data and artificial intelligence play in the transformative processes of enterprises. The study then explores the salient impact of consumer interaction and brand sentiment on purchasing decisions. Consumers are transitioning from focusing solely on material gratification to a heightened emphasis on psychological and emotional fulfillment, particularly in the information age. Hence, retail businesses should initiate diversified interaction strategies rooted in authentic consumer needs and efficacious brand anthropomorphism to bolster emotional engagement and allure a broader consumer base. Conclusively, the paper offers targeted strategies designed to invigorate consumer purchasing behavior, serving as a substantive guide for optimizing marketing and sales tactics in the novel retail milieu.

목차

Ⅰ. Introduction

Ⅱ. Overview of New Retail, Consumer Engagement, and Brand emotion

Ⅲ. Impact of Consumer Engagement and Brand Emotion on Buying Behavior in the New Retail Environment

Ⅳ. Optimizing Consumer Purchasing Behavior in New Retail

Ⅴ. Conclusion

키워드

New Retail Consumer Engagement Brand Emotion Purchase Behavior