Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion. (February 2023)

• Record Type: Journal Article
• Authors: Yang, Xian; Lai, Bilian; Tang, Chaolan
• Is Part Of: SAGE Open. Volume 13:Number 1(2023)
• Publication Date: 2023-02
• Subjects: experiential products -- online shopping -- online promotion -- consumer behavior -- emotional experience; Social sciences -- Periodicals; 300.5
• DOI: 10.1177/21582440231153857
• Languages: English
• ISSNs: 2158-2440

Abstract

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.