The Role of Emotional Value of Goods in Guiding Consumer Behaviour: A Case Study Based on Pop Mart

This thesis examines the role of emotional value in consumer shopping behaviour, with a particular focus on the influence of emotional value on brand loyalty and purchase decisions. The theoretical background of emotional consumption is assessed through a combination of literature review and case study, and the relationship between the emotional value of goods and consumer brand loyalty is scientifically verified using statistical means such as multiple linear regression. The study found that consumers' emotional responses have a significant orienting effect on their purchasing behaviour. Furthermore, it was demonstrated that brands can effectively enhance consumer loyalty by building emotional connections. Finally, the study provides recommendations for optimising emotional marketing strategies. These recommendations emphasise the need for brands to pursue advanced emotional consumption and to continuously innovate and optimise their products to meet consumers' increasingly diverse emotional needs. Despite the limitations of the study, it provides useful insights for future in-depth exploration of how emotional values influence consumer behaviour in different cultural contexts and the application of emotion recognition techniques.