Experiential Product Promotions on e-Commerce Platform

From the Perspective of Consumer Cognition and Emotion

Bibliographic Data

ID3552769
AuthorsXian Yang (0000-0002-8754-5323, Guangdong University of Technology), Bilian Lai (Guangdong University of Technology), Chaolan Tang (0000-0002-1202-6254, Guangdong University of Technology, corresponding author)
Year2023
Volume13
Issue1
Publication date2023-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/21582440231153857
OpenAlexW4321461075
LanguageEN
Citations received1
References cited63

To probe into consumer behavior from the perspective of cognition and emotion, meanwhile offering objective and quantitative physiological evidence for advertisers, e-commerce platforms selling experiential products, and other e-commerce platforms for holiday promotional activities. This paper adopted a combination of multi-channel physiometer and questionnaire survey, in which a total of 42 subjects including 18 men and 24 women is selected and recruited. (1) Factors such as promotion, music background, and model backdrop help to enhance the festive atmosphere of e-commerce platforms and stimulate positive emotions of consumers; (2) Greeting cards can stimulate positive emotions among female consumers, but they are not statistically significant in stimulating male consumers; (3) The effect of warm and cold colors on the sympathetic nerves of consumers is significant, among which warm colors can significantly ignite the positive emotions; and (4) Although not all indicators of multi-channel physiometer are consistent with questionnaire data, the differences can be explained, so it proves to be a sound method to quantitatively measure emotions. This paper conducted multi-channel physiometer research on E-commerce platform promotions and consumer behaviors from the perspective of cognition and emotion, which provided an objective quantitative method for online retailers and marketers

Advertising · Business · Cognition · Computer-assisted web interviewing · Consumer behaviour · E-commerce · Experiential learning · Color perception and design · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Psychology · Social Psychology · Marketing

Tools

Open DOIOpen Access