Exploration of Emotional Factors in Influencing Consumer’s Purchasing Decision


Published: 2023-02-08

Page: 22-38

James Cho *

Lunghwa University of Science and Technology, Taiwan.

Ho Thi Ngoc Duyen

Lunghwa University of Science and Technology, Taiwan.

Duy Binh Luong

Saigon University, Vietnam.

Thi Huong Giang Vo

Ho Chi Minh City University of Food Industry, Vietnam.

*Author to whom correspondence should be addressed.


Along with the development of a competitive global economy, businesses and marketers are facing with challenge how to understand and satisfy their consumers, built up and maintain the long-term relationship with consumers. The aim of this research figures out the influence of emotional factors on the consumer’s purchasing decision that can support marketers’ approach and keep relationship with their consumers, and it is premise for building the long-term consumer’s loyalty. This paper explores the influence of emotional factors in consumer’s purchasing decision through a survey on the target people group in Vietnam. The result of research shows the relationship between emotional factors and consumer’s purchasing decision. Additionally, the findings of research also provide groundwork and benefit for businesses or marketers building the marketing strategy that targets on the Vietnamese people.

Keywords: Emotional marketing, emotional factor, emotional behavior, emotional branding, consumer’s purchasing decision

How to Cite

Cho, J., Ngoc Duyen, H. T., Binh Luong, D., & Giang Vo, T. H. (2023). Exploration of Emotional Factors in Influencing Consumer’s Purchasing Decision. Asian Journal of Arts, Humanities and Social Studies, 6(1), 22–38. Retrieved from https://ikprress.org/index.php/AJAHSS/article/view/8088


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