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The Research on the Paying Behavior of Influencer Virtual Derivatives based on Consumer Emotional Needs

In: Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)

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  • Xiangyu Meng

    (The Hong Kong Polytechnic University, Department of Logistics & Maritime Studies, Faculty of Business)

Abstract

People are no longer simply satisfied with material pursuits, but continue to explore spiritual abundance, and virtual derivatives are becoming a promising market. In previous studies, scholars have mostly focused on physical products and a small portion of knowledge-based virtual products, but rarely on hedonistic products, especially on the combination of emotional needs with hedonistic derivatives. This paper builds a research model based on the SOR theory, which includes personal factors, product factors, retailer factors, contextual factors, emotional needs, and consumer behavior. The possible effects of each factor and the mediating influence of emotional needs on consumption behavior are explored by SEM.

Suggested Citation

  • Xiangyu Meng, 2024. "The Research on the Paying Behavior of Influencer Virtual Derivatives based on Consumer Emotional Needs," Advances in Economics, Business and Management Research, in: Feng-xia Cao & Satya Narayan Singh & Ahmad Jusoh & Deepanjali Mishra (ed.), Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), pages 679-687, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-368-9_81
    DOI: 10.2991/978-94-6463-368-9_81
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