Research on the Impact Mechanism of Emotional Design on Consumer Purchase Behavior through Brand Identity

Yijia Li

doi:10.47297/wspciWSP2516-252741.20250906

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Volume 9, Issue 6

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Research on the Impact Mechanism of Emotional Design on Consumer Purchase Behavior through Brand Identity
Research on the Impact Mechanism of Emotional Design on Consumer Purchase Behavior through Brand Identity
School of Tianjin University of Science and Technology, Tianjin, 300450, China
Vol. 9, Issue 6, Pages: 186-191(2025)
Published：30 December 2025
DOI：10.47297/wspciWSP2516-252741.20250906
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Li Yijia.Research on the Impact Mechanism of Emotional Design on Consumer Purchase Behavior through Brand Identity[J].Creativity and Innovation,2025,09(06):186-191.
DOI：

Li Yijia.Research on the Impact Mechanism of Emotional Design on Consumer Purchase Behavior through Brand Identity[J].Creativity and Innovation,2025,09(06):186-191. DOI： 10.47297/wspciWSP2516-252741.20250906.

摘要

Abstract

This study explores the impact mechanism of emotional design on brand identification and consumer purchase behavior .Through a combination of literature review and empirical research

it was found that emotional design

as a strategy

enhances consumers' sense of brand identity through carefully constructed emotional experiences

thereby influencing their purchasing decisions and loyalty. Research has shown that key elements of emotional design

such as visual aesthetics

interactive experiences

and storytelling

not only attract consumers' attention but also stimulate their positive emotional responses

which further promote the formation of brand identity. Survey analysis shows that strengthening brand identity can significantly enhance consumers' purchase intentions and repeat purchase behavior

driving consumer loyalty. The study constructed an impact mechanism model and analyzed the specific impact path of emotional design on consumer purchasing behavior through brand identity. The quantitative results of empirical research indicate a significant positive correlation between emotional experience and brand identity

which in turn achieves strong behavioral predictive ability through the mediating effect of purchase intention and loyalty. This study reveals the importance of emotional design in shaping brand identity and promoting consumer purchasing behavior in modern marketing environments

providing valuable empirical support and theoretical guidance for brand managers.

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references

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Related Author

Zhongyuan Fan School of Art & Design, Faculty of Arts, Design & Architecture, The University of New South Wales

Boxuan Zhao Tianjin University of Commerce Boustead College, .

Mingji Li School of Computing, Engineering and Intelligent Systems, Ulster University, Londonderry,Northern Ireland, BT47

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Peixue Yang Myongji University, 116 Myongji-ro, Cheoin-gu, Yongin-si, Gyeonggi-do, 17058, Republic of Korea

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Central South University

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