Emotion-Driven User Experience on Elderly Women’s Impulse Buying：A Kano Model study

Chen Yingyi; Rosita Mohd Tajuddin; Amer  Shakir Zainol; Chen Zijie

doi:10.21834/e-bpj.v10i31.6530

Authors

Chen Yingyi College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia
Rosita Mohd Tajuddin College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Amer Shakir Zainol College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Chen Zijie College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia; College of Art and Design, Guangzhou City Construction College, China

DOI:

https://doi.org/10.21834/e-bpj.v10i31.6530

Keywords:

Emotion-Driven User Experience, Elderly Women, Impulse Buying, Kano Model

Abstract

This study examines how emotion-driven user experience (UX) design influences impulse buying among women aged 50-59 in online fashion shopping. Using the Kano model, it categorizes UX elements—visual appeal, social interaction, and personalized recommendations—into basic, performance, and attractive needs. A survey of 265 women reveals that emotionally engaging features significantly drive impulse purchases, though their impact on loyalty is limited. Key findings highlight the importance of visual aesthetics and personalized experiences. This research provides actionable insights for optimizing UX design to enhance engagement and purchasing behavior, with implications for future studies on other demographics and industries.

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