Emotional-driven: The Function of Experiential Consumption in Improving Consumers' Purchase Intentions —— Take JELLYCAT as an Example

With the rise of a series of "emotional" economy, the traditional marketing model has been difficult to comply with the current mainstream trend of consumption, and the competition between brands has gradually turned to emotional competition and experience competition. Consumers no longer just pay attention to the basic performance of goods, but seek a brand that fits their emotions and values, and experiential emotional marketing has become one of the mainstream ways of the current marketing mode. Focusing on experiential marketing, this study mainly analyzes the impact of this marketing model on consumers' purchase intention and explores the path to build a close relationship between brands and consumers. The process tracking method of case study and documental analysis method are adopted to discuss. This study analyzes how experiential marketing makes an emotional connection with consumers driven by emotion, extracts the interaction between the two and the role of brands in the operation process, and affirms the positive influence of experiential marketing in enhancing the brand loyalty and consumer stickiness. However, there are still some problems in the experience design of online marketing. As well as the problem of how to apply the theory in different markets without detailed expansion, it is expected to be improved in future research.