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Web of Proceedings - Francis Academic Press

Research on the Mechanism of Virtual Experiential Marketing to Consumer Behavior

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DOI: 10.25236/edbm.2020.051


Pinde Qin, Yanping Xu

Corresponding Author

Pinde Qin


with the development of information technology in China, the e-commerce industry has gradually developed. The upsurge of online shopping has made a huge change in the way people consume. This paper takes the virtual experience marketing as the research object, and studies the consumer's consumption behavior. The research results show that in the virtual experience marketing, the consumer's sensory feeling, emotional change, thinking and action may affect the consumer's consumption behavior. On this basis, this paper puts forward some relevant improvement measures to help the development of virtual experiential marketing in China.


Virtual experience, Marketing, Consumer behavior