Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior

Abstract

With the deepening application of Internet technology, social network emotional marketing has become a new way of sustainability marketing. However, most of the existing emotional marketing research belongs to the field of qualitative research, and there is a lack of data analysis and empirical research between social network emotional marketing and consumers’ purchase behavior. In this paper, firstly the influencing factors of consumers’ purchase behavior are extracted from a massive social network emotional marketing data set, and the Delphi method is adopted to interview experts to revise and improve the influencing factors. Then, a model simulating the influence of social network emotional marketing on consumers’ purchasing behavior is constructed. The proposed model explores the mechanism of the influence of social network emotional marketing on consumers’ purchase behavior through trust, attachment and other psychological factors from the perspective of emotion. Finally, a questionnaire is used to obtain survey data, and statistical methods are used to analyze the relevant data, so as to verify the correctness of the proposed model and related research hypothesis.