Keywords
Product innovation
Interest-based e-commerce
Emotional value
Submitted : 2026-05-04
Accepted : 2026-05-19
Published : 2026-06-03
Abstract
In the current shift to interest-based e-commerce, businesses are struggling with higher acquisition costs and homogeneous products. This study utilizes the ADO framework to examine how digital marketing and product innovation catalyze interest-led commerce, emphasizing the mediation of emotional value. We find that digital scenes and emotional product carriers work together to create emotional value, turning consumption into a ritual of healing and identity. By proposing specific pathways for emotional engagement and private domain growth, this paper provides both a theoretical base for future research and practical solutions for surviving saturated markets.
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