Emotional Value Shaping and Communication Strategy of Digital Gift Products
DOI:
https://doi.org/10.54097/9t8w4046Keywords:
Digital gift products; emotional value; scenario design; personalised customisation; communication strategy.Abstract
Digital gift products are a new gift form formed at the intersection of digital technology, network platforms and consumer culture. They include not only virtual card coupons, digital collections, emoticon gifts, member rights and interests, but also customised blessing content generated and transmitted by social platforms. Compared with traditional physical gifts, digital gift products break through the limitations of space, time and logistics, making the gift-giving behaviour more immediate, lightweight and diverse. The core of gifts lies not only in the use function, but also in carrying relationship expression, emotional transmission, identity and ritual memory. At present, some digital gift products focus on transaction efficiency and traffic conversion in the process of development and communication, resulting in emotional expression being templated, commercialised and superficial. The article analyses the main characteristics, emotional value composition, value shaping problems and optimisation paths of digital gift products, and puts forward emotional value shaping strategies with scene design, story expression, personalised customisation, interaction mechanism and cultural elements as the core, in order to propose innovative development and communication practice of digital gift products.
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