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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Wenxia Li, Yujie Jiang
Euitay Jung
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DOI:10.17265/2159-5542/2024.06.003
Hanyang University, Seoul, South Korea
Hanyang University ERICA, Ansan, South Korea
This study employs a symbolic interactionism perspective to conduct a deep analysis of consumer reviews online, aiming to understand the real needs of consumers towards perfume products and explore sustainable product design and implementation strategies. The research findings reveal that the emotional value of perfumes—including anticipation, experience, and fun—is crucial in attracting consumers, while the social functions of perfumes, such as identity expression and social tools, further deepen consumer loyalty to specific perfume brands. Additionally, although quality and brand image are important functional demands, their impact is often realized through the lens of emotional and social needs. This research provides insights into how perfume brands can enhance product design and marketing strategies by fostering strong emotional connections and social significance. It recommends that perfume brands should leverage emotional values and social identity features more in future product development and marketing efforts to strengthen consumer brand loyalty and enhance competitive market standing. Symbolic interactionism not only helps us understand the complex role of perfume as a medium of communication but also reveals how perfumes serve as symbols of personal and social identity, cherished and utilized by consumers.
perfume products, symbolic interaction theory, online reviews, consumer demand
Psychology Research, June 2024, Vol. 14, No. 6, 207-213
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