Robert Plutchik의 다차원적 정서모형의 슬픔 강도가 부정적 욕구행동인 e-Commerce 검색량에 미치는 영향 분석

When their desires are satisfied, consumers feel happy, and when their desires are not satisfied, they feel unhappy. This feeling of unhappiness caused by dissatisfaction with the satisfaction of desires acts as stress, and when this stress accumulates, it causes negative emotions. This study aimed to study how the intensity of negative emotions of sadness, which occurs when experiencing sadness among the 8 basic emotions suggested by Robert Plutchik's multidimensional emotion model, has a high intensity and sadness, and low intensity of sadness, sadness, depression, and depression, affects the search volume of e-Commerce (Coupang, AliExpress, Temu), which is a compulsive negative desire behavior. Through this study, companies aimed to help establish marketing strategies to maximize sales by determining which emotion of low and high intensity sadness affects the search volume of e-Commerce more. The research results showed that among the five intensities of negative emotions (grief, sadness, sadness, depression, and pensiveness) of sadness among the basic emotions of Plutchik's multidimensional affective model, sadness and pensiveness had an insignificant effect on the increase in e-Commerce search volume, and a significant research result was confirmed that the effect on search volume increased in the order of sadness, sadness, and depression.