Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior
Abstract
:1. Introduction
- (1)
- The influence model of social network emotional marketing’s effect on consumers’ purchasing behavior is constructed.
- (2)
- The mechanism of the influence of social network emotional marketing on consumers’ purchase behavior is found.
- (3)
- We found that trust and attachment all play an intermediary role between social network emotional marketing and consumers’ purchase intention.
2. Related Works
3. Materials and Methods
3.1. Data Collection and Analysis
3.2. Impact Model Construction
4. Results
4.1. Reliability and Validity of Questionnaire
4.2. Statistical Analysis of Questionnaire
4.2.1. Correlation Analysis
4.2.2. Regression Analysis
5. Discussions
6. Conclusions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variables | Question | |
---|---|---|
Social network emotional marketing | Emotional products | Q1: I like brand names and products in social network marketing advertisements |
Q2: I think the product quality in social network marketing ads is guaranteed | ||
Q3: The products in social network marketing advertisements are novel | ||
Emotional prices | Q4: The product price in the social network meets my expected pricing | |
Q5: I pay attention to the promotion, forwarding lottery and other activities held in the social network | ||
Q6: I will participate in promotion activities such as forwarding lottery in social networks | ||
Emotional communication | Q7: I can understand the service concept or product features of the enterprise from social network interaction | |
Q8: I am willing to participate in sharing activities in social networks | ||
Q9: I can learn more about the enterprise or product from communication with social network users | ||
Emotional services | Q10: I think the terms of social networking product introductions are accurate and concise, and the expressions are vivid and easy to understand | |
Q11: I think product introduction on the social network is timely and appropriate | ||
Q12: I think the social network interface is simple, which makes users feel comfortable | ||
Intermediary role | Trust | Q13: I trust the social network platform |
Q14: I think the information conveyed or activities held by social networks are authentic | ||
Q15: I think the brand or enterprise promoted by the social network has credibility | ||
Attachment | Q16: I have attachment to brands or products I care about in social networks | |
Q17: I have attachment to the social networks that promote products | ||
Q18: I have attachment to other users of the social network | ||
Consumer purchase intention | Purchase intention | Q19: I am very likely to buy products recommended in social networks |
Q20: When I need a product, I will first consider buying from products recommended by social networks | ||
Q21: I am very likely to buy products in social network marketing advertisements |
Variables | Question | α Coefficient | |
---|---|---|---|
Social network emotional marketing | Emotional products | Q1 | 0.757 |
Q2 | |||
Q3 | |||
Emotional prices | Q4 | 0.768 | |
Q5 | |||
Q6 | |||
Emotional communication | Q7 | 0.809 | |
Q8 | |||
Q9 | |||
Emotional services | Q10 | 0.795 | |
Q11 | |||
Q12 | |||
Intermediary variable | Trust | Q13 | 0.887 |
Q14 | |||
Q15 | |||
Attachment | Q16 | 0.892 | |
Q17 | |||
Q18 | |||
Dependent variable | Purchase intention | Q19 | 0.779 |
Q20 | |||
Q21 |
Variables | KMO Test | Bartlett’s Spherical Test | |||
---|---|---|---|---|---|
Chi-Square | Free Degree | Significance Level | |||
Social network emotional marketing | Emotional products | 0.652 | 35.872 | 3 | 0.000 |
Emotional prices | 0.533 | 37.375 | 3 | 0.000 | |
Emotional communication | 0.616 | 50.858 | 3 | 0.000 | |
Emotional services | 0.672 | 43.893 | 3 | 0.000 | |
Intermediary variable | Trust | 0.826 | 118.368 | 3 | 0.000 |
Attachment | 0.768 | 77.426 | 3 | 0.000 | |
Dependent variable | Purchase intention | 0.635 | 38.682 | 3 | 0.000 |
Independent Variable | Index | Consumers’ Purchase Intention |
---|---|---|
Emotional products | Pearson correlation | 0.655 ** |
Significance (bilateral) | 0.000 | |
Emotional prices | Pearson correlation | 0.626 ** |
Significance (bilateral) | 0.000 | |
Emotional communication | Pearson correlation | 0.646 ** |
Significance (bilateral) | 0.000 | |
Emotional services | Pearson correlation | 0.530 ** |
Significance (bilateral) | 0.000 | |
Social network emotional marketing | Pearson correlation | 0.738 ** |
Significance (bilateral) | 0.000 |
Intermediary Variable | Independent Variable | Index | Consumers’ Purchase Intention |
---|---|---|---|
Trust | Emotional products | Pearson correlation | 0.655 ** |
Significance (bilateral) | 0.000 | ||
Emotional prices | Pearson correlation | 0.626 ** | |
Significance (bilateral) | 0.000 | ||
Emotional communication | Pearson correlation | 0.646 ** | |
Significance (bilateral) | 0.000 | ||
Emotional services | Pearson correlation | 0.530 ** | |
Significance (bilateral) | 0.000 | ||
Social network emotional marketing | Pearson correlation | 0.738 ** | |
Significance (bilateral) | 0.000 | ||
Attachment | Emotional products | Pearson correlation | 0.662 ** |
Significance (bilateral) | 0.000 | ||
Emotional prices | Pearson correlation | 0.682 ** | |
Significance (bilateral) | 0.000 | ||
Emotional communication | Pearson correlation | 0.685 ** | |
Significance (bilateral) | 0.000 | ||
Emotional services | Pearson correlation | 0.558 ** | |
Significance (bilateral) | 0.000 | ||
Social network emotional marketing | Pearson correlation | 0.775 ** | |
Significance (bilateral) | 0.000 |
Independent Variable | Index | Consumers’ Purchase Intention |
---|---|---|
Trust | Pearson correlation | 0.602 ** |
Significance (bilateral) | 0.000 | |
Attachment | Pearson correlation | 0.616 ** |
Significance (bilateral) | 0.000 |
Variables | Consumer Purchase Intention | Trust | Attachment | |||
---|---|---|---|---|---|---|
Control Variable | LR | PR | LR | PR | LR | PR |
Gender | −0.009 | −0.018 | 0.043 | 0.038 | 0.041 | 0.039 |
Age | −0.029 | −0.046 | 0.029 | 0.017 | 0.026 | 0.018 |
Degree | 0.051 | −0.038 | 0.096 | 0.015 | 0.075 | 0.013 |
Browsing time | 0.292 ** | 0.131 ** | 0.265 ** | 0.117 * | 0.237 ** | 0.112 * |
Independent variable | ||||||
Social network emotional marketing | 0.751 ** | 0.702 ** | 0.689 ** | |||
R2 | 0.086 | 0.532 | 0.082 | 0.527 | 0.078 | 0.483 |
Adj-R2 | 0.061 | 0.543 | 0.062 | 0.502 | 0.059 | 0.506 |
F | 3.389 * | 35.068 ** | 3.316 * | 28.903 ** | 2.985 * | 29.836 ** |
Variables | Consumers’ Purchase Intention | |
---|---|---|
Control Variable | LR | PR |
Gender | −0.012 | −0.039 |
Age | −0.031 | −0.057 |
Degree | 0.052 | −0.008 |
Browsing time | 0.293 ** | 0.139 ** |
Independent variable | ||
Trust | 0.598 ** | |
R2 | 0.087 | 0.361 |
Adj-R2 | 0.067 | 0.359 |
F | 3.358 ** | 17.666 ** |
Variables | Consumers’ Purchase Intention | |
---|---|---|
Control Variable | LR | PR |
Gender | −0.008 | −0.033 |
Age | −0.029 | −0.052 |
Degree | 0.049 | −0.006 |
Browsing time | 0.268 ** | 0.141 ** |
Independent variable | ||
Attachment | 0.576 ** | |
R2 | 0.081 | 0.367 |
Adj-R2 | 0.057 | 0.343 |
F | 4.156 ** | 16.931 ** |
Variables | Consumer Purchase Intention | Trust | ||
---|---|---|---|---|
Control Variable | LR | PR | LR | PR |
Gender | −0.019 | −0.028 | 0.043 | 0.038 |
Age | −0.049 | −0.053 | 0.029 | 0.017 |
Degree | −0.041 | −0.043 | 0.096 | 0.015 |
Browsing time | 0.132 ** | 0.117 | 0.265 ** | 0.117 * |
Independent variable | ||||
Social network emotional marketing | 0.743 ** | 0.651 ** | 0.702 ** | |
Trust | 0.165 * | |||
R2 | 0.576 | 0.572 | 0.082 | 0.527 |
Adj-R2 | 0.551 | 0.559 | 0.062 | 0.502 |
F | 34.277 ** | 31.286 ** | 3.316 * | 28.903 ** |
Variables | Consumer Purchase Intention | Attachment | ||
---|---|---|---|---|
Control Variable | LR | PR | LR | PR |
Gender | −0.017 | −0.026 | 0.041 | 0.039 |
Age | −0.051 | −0.052 | 0.026 | 0.018 |
Degree | −0.039 | −0.041 | 0.075 | 0.013 |
Browsing time | 0.127 ** | 0.119 | 0.237 ** | 0.112 * |
Independent variable | ||||
Social network emotional marketing | 0.727 ** | 0.238 ** | 0.689 ** | |
Attachment | 0.172 * | |||
R2 | 0.583 | 0.569 | 0.078 | 0.483 |
Adj-R2 | 0.543 | 0.560 | 0.059 | 0.506 |
F | 33.262 ** | 30.187 ** | 2.985 * | 29.836 ** |
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Bin, S. Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior. Sustainability 2023, 15, 5001. https://doi.org/10.3390/su15065001
Bin S. Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior. Sustainability. 2023; 15(6):5001. https://doi.org/10.3390/su15065001
Chicago/Turabian StyleBin, Sheng. 2023. "Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior" Sustainability 15, no. 6: 5001. https://doi.org/10.3390/su15065001
APA StyleBin, S. (2023). Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior. Sustainability, 15(6), 5001. https://doi.org/10.3390/su15065001