Research on the Influence of Data Intelligence on Consumer Emotions in Mobile Shopping
Data intelligence helps companies that sell on mobile devices to analyze consumer behavior,manage inventory,and improve consumer experience.However,while it facilitates mobile shopping for consumers,it also has different effects on consumer emotions.Understanding the influence of data intelligence on consumer emotions in mobile shopping can help com-panies develop appropriate data intelligence marketing strategies.The paper adopts qualitative research method and NVivo software to encode the interview data at three levels,uses the environmental psychology model to explore the influence of data intelligence on consumer emotions including pleasure,arousal and domination in mobile shopping and constructs the corre-sponding theoretical model on the basis.The results show that the data intelligence variables influencing consumer emotions include intelligent price,intelligent search(intelligent inputting,intelligent filtering and intelligent sorting),intelligent recom-mendation(commodity recommendation and keyword recommendation),intelligent payment and intelligent service(intelligent customer service and intelligent logistics).Among them,intelligent price,intelligent recommendation,and intelligent service have stronger influences on consumer emotions,while intelligent search and intelligent payment have weaker influences on consumer emotions.In terms of the dimensions of consumer emotions,data intelligence factors have greater influences on neg-ative pleasure,positive arousal,and negative domination.Based on this,enterprises should optimize systems such as intelligent logistics,intelligent customer service and intelligent recommendation,and put an end to"big data-enabled price discrimination against existing customers".
mobile shoppingdata intelligenceconsumer emotionNVivo
NETL
NSTL
万方数据
