Mood-based e-commerce: A new approach for sub-personality-based marketing

E-commerce has been growing and has reached a point of new motivational approaches that explore a frontier of marketing. Such new approaches include sub-personality-based marketing, which addresses the multi-faceted personalities of human beings. The author explores sub-personality-based e-commerce in order to develop deeper insight into human behavior. Emotion is a fundamental factor in Internet services. In E-commerce, positive emotion is a driving factor for generating sales. In order to facilitate effective emotion-based e-commerce, the author analyzes two dimensions of motivational direction. From the quadrants of these two dimensions, the author extracts three factors: energization, healing, and change. The author proposes an emotion-centric commerce concept that focuses on these three factors, and discusses the framework and business models upon which it is based.