Users’ Emotional Analysis Of B2C E-commerce Platform

E-commerce activity is the important part of information society, with thedevelopment for many years,China’s e-commerce has formed the high marketconcentration and competition situation. Under the promotion of the new marketingconcept, new electricity suppliers are trying to bypass the traditional competition,which focus on old electricity price, advertising, and want close to do more work onthe user experience, service quality and comprehensive competitiveness. New-oldflame, especially the rise of B2C e-commerce in the marketplace, is heralding theupgrade of electrical goods brand development in our country, and the brandemotional experience becoming the key factor of brand competition the outcome.The study do research with high involvement consumers, using Zaltman MetaphorElicitation Technique (ZMET) to analyze the brand emotional experience. ZaltmanMetaphor Elicitation Technique combines nonverbal text extraction technology(image) and language (depth interview), fuses the association method of projectivetest, kelly grid method and means-chain method and other methods together, to makemetaphor outside and describe the consumer’s emotion in their subconscious. Next,describe the mental model diagram of consumers during the shopping, and seventhemes of the consumer brand emotional direction is put forward: quick, unique,enjoy, specialization, pleasure, trust and attract. In further we draw the consensus map,and to to understand the relationship between these important constructs whichinfluence consumer brand emotional experience. Finally, from the analysis ofindividual characteristics, social environment, situational environment, find the mostimportant factors affecting the emotional experience of B2C e-commerce platformusers: gender, personality psychology, reference group, time, location, atmosphere,and describe each of the factors on its impact and results.