Author(s): Yu Kangyi
This paper focuses on the impact of product innovation and user experience on repurchase intention, with emotional value as the mediating variable. By reviewing the literature on repurchase intention, product innovation, user experience and emotional value, and incorporating case studies of brands such as POP MART and HEYTEA, the research finds that both product innovation and the improvement of user experience can significantly affect the emotional value of consumers. Emotional value plays a mediating role between product innovation, user experience and repurchase intention, that is, product innovation and user experience improvement promote the occurrence of repurchase intention by satisfying consumers' emotional value, and then promote consumers repurchase behavior. This paper provides a theoretical foundation for enterprises to achieve consumer repurchase through product innovation and user experience which can meet consumers’ emotional value.