Analyzing Emotional Motivations Influencing Consumer Purchase Behavior in the Post-Epidemic Era Based on Data Analysis

Abstract

In the post-epidemic era, along with the continuous upgrading of Internet technology, the live-streaming with goods industry is booming. This new shopping method has attracted consumers, deeply integrated into people's daily lives and has a bright future for development. This study is based on a questionnaire and data analysis using LIWC and Excel to analyze three aspects of emotional motivation (sense of belonging, respect, and self-actualization) that influence consumers' purchase behavior in live rooms. Research shows that emotional motivation is an important factor influencing consumers' purchasing behavior. Purchase behavior is positively correlated with the sense of belonging, respect, and self-actualization. Meanwhile, the sense of belonging has the most significant influence, followed by the sense of respect and, finally, the sense of self-actualization. This study can help practitioners of live banding understand consumers' emotional needs, improve sales strategies and enhance competitiveness. At the same time, it is beneficial for consumers to understand the emotional motivation of their shopping behavior, shape the correct consumption concept, make scientific decisions, identify undesirable shopping guide behavior and avoid entering consumption misconceptions.