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

DOI

10.2991/978-94-6463-368-9_81How to use a DOI?

Keywords

Hedonistic Influencer IP; Virtual Derivatives; Emotional Needs; Mediating Effects

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiangyu Meng
PY  - 2024
DA  - 2024/02/14
TI  - The Research on the Paying Behavior of Influencer Virtual Derivatives based on Consumer Emotional Needs
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 679
EP  - 687
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_81
DO  - 10.2991/978-94-6463-368-9_81
ID  - Meng2024
ER  -