A study on the relationship between digital marketing, product innovation, and interest e-commerce

As traditional e-commerce faces challenges such as traffic bottlenecks and low conversion rates, merchants find it difficult to maintain long-term profitability by relying solely on low prices and traffic-driven promotions. This paper aims to investigate the underlying factors and mechanisms of interest e-commerce. Through logical deduction based on a literature review and by incorporating theories such as Ego Depletion theory and Interaction Ritual Chains theory, it deconstructs the psychological mechanisms and behavioral patterns of users in interest e-commerce. The study finds that the underlying logic of interest e-commerce is the demand for emotional value, which, as a core mediating variable, mediates the effects of digital marketing and product innovation on interest e-commerce. Furthermore, this paper deconstructs the new construct of emotional value into three dimensions, entertainment, identification, and satisfaction, and finds that consumption upgrading has a positive moderating effect on its promotion of conversions in interest e-commerce. By analyzing digital marketing and product innovation within a unified framework, this study suggests that businesses should prioritize the role of emotional value in commerce.