Emotional Value Marketing Affecting Consumer Purchasing Behavior: Evidence from POP Mart
Keywords:
emotional value marketing, immersive experience, purchasing behavior, Pop Mart, experience economyAbstract
In the experience economy, consumer decisions are increasingly driven by emotions rather than by functional or price considerations. This study examines how emotional value marketing influences consumer purchasing behavior, using Pop Mart as a case study. Based on flow theory, emotional value theory, and the cognitive–affective system theory, the research develops a model linking three dimensions of emotional value—emotional resonance, social interaction, and brand identification—to purchasing behavior through the mediating role of immersive experience. A survey of 600 Pop Mart consumers across major Chinese cities was analyzed using regression and mediation tests. Results show that emotional value significantly enhance immersive experience, which in turn drives purchasing behavior. Gender, age, and income further moderate these relationships. The findings enrich emotional value marketing theory by integrating emotional value and immersive experience into a unified framework, while offering practical implications for cultural and creative brands aiming to strengthen emotional engagement and consumer loyalty.
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