Data Analytics and Consumer Behavior

Dear Colleagues,

Understanding consumer behavior is essential for all industries. Recent changes in economic structure, technological advances, demographic structure, and environmental conditions are having a great impact on the industry as well as consumer behavior. Today, consumers are getting more information and sharing their experiences more than in the past. As the era of the fourth industrial revolution begins, industries and consumers are producing a multitude of data. Consumers are sensitive to brands, but there are increasingly more interactions between consumers and consumers, which reveals what they demand from businesses themselves. Industry managers and researchers should analyze structured and unstructured data in understanding and producing value for these consumers and draw meaningful implications. Interestingly, in spite of relevant studies in Industry 4.0 that explain consumer behavior being carried out, we currently lack sufficient understanding of the mechanisms that shape consumer behavior. In addition, research on key factors affecting consumer loyalty has become important as consumer-to-consumer or consumer-to-business interactions increase. An increasing number of scholars call for more systematic research in the area, including the structure and interactions of personality in different contexts as well as new methodological approaches. This Special Issue welcomes various consumer behavioral approaches, different perspectives, and methodological analyses, and any research that is quantitative or qualitative to improve the value and interaction that Industry 4.0 provides to consumers in the product and service markets.

Dr. Hak-Seon Kim
Dr. Hyun-Jeong(Helena) Ban
Dr. Wang Jue
Guest Editors

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• Co-creation & enhancement in consumer behavior and consumption;
• Variety, novelty and sensation seeking in consumer behavior context;
• Need for cognition/emotion in consumption;
• Consumer opinion leadership;
• New technological environments and the interaction with personality;
• Consumer interactions with brands;
• Advances in understanding personality traits in consumer behavior.