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Web of Proceedings - Francis Academic Press

Study on Influence of Emotional Marketing on Consumers' Purchase Intention

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DOI: 10.25236/busem.2018.109


Zhengjie Zhang, Yukun Luo

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Zhengjie Zhang


Under the background of the rapid development of society and economy and the rapid increase of the disposable income of Chinese residents, the material needs of Chinese consumers have been greatly satisfied, which has led to a higher level of emotional needs. This paper studies the four dimensions of emotional marketing strategies, consumers’ willingness to buy, and related theories of emotional needs. Through questionnaires and relevant regression SPSS data analysis, this paper concludes that emotional marketing and its influence factors having a positive impact on consumers' purchase intentions, and puts forward that emotional needs have a unique position in emotional marketing strategies.


Emotional marketing, Consumer purchase intention, Emotional needs.