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Research on the Application of Human-Computer Interaction in Marketing Field

Author(s)

Fengxian Yang, Chuliang Chen*

Affiliation(s)

Guangzhou College of Commerce, Guangzhou, China *Corresponding Author

Abstract

The deepening of the digital economy and the rising expectations of consumers are driving the marketing paradigm to transform from one-way information indoctrination to two-way interactive experience. This article conducts a systematic review of the application and research of human-computer interaction in marketing. Firstly, the paradigm shift from AIDMA to SICAS models was sorted out, laying the theoretical foundation of user-centeredness. Subsequently, a five-layer application framework was constructed, which includes interface design, personalization, immersion, omni-channel and data-driven optimization, systematically explaining how "interaction" serves as the core medium to empower the entire marketing process. Finally, it is proposed that enterprises need to restructure at the strategic, organizational and capability levels, and establish user experience as the core value of the brand to meet the challenges and opportunities of future intelligent marketing.

Keywords

Human-Computer Interaction; Marketing; Application Practice; Brand Personification; Consumer

References

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