A Research on the Segmentation Driving Mechanism of Sanrio Brand Symbols from the Perspective of Consumer Psychology-Based on the Psychological and Behavioral Differences Between Students Aged 18- 24 and Working People Aged 25-35

Sitong Sun

2025

Abstract

In today's consumer era, consumers' demands for emotional value and emotional comfort have significantly increased, and "cute economy" symbols have flourished as a consumption form that carries healing functions. This research focuses on the segmentation and driving mechanism of Sanrio's "cute healing" symbol system on the 18-24-year-old student group and the 25-35-year-old working group. Through questionnaire survey, this paper studies how Sanrio's "cute healing" brand lifestyle positioning dynamically affects the consumption behavior of students aged 18-24 and working people aged 25-35 through differentiated psychological mechanisms. The research found that the student group takes the emotional resonance of symbols as the core motivation, and exhibits low-frequency, small-amount, impulsive consumption and occasional repurchase consumption behaviors; the workplace group takes the practical scene adaptation and social identity attributes of symbols as the core motivation, and exhibits medium-high frequency, medium-amount, rational decision-making and relatively high repurchase loyalty consumption behaviors. The research aims to construct a dynamic conduction model of "age stratification-psychological motivation-consumption behavior" to provide a theoretical basis for the future segmentation and refinement strategies of lifestyle brands such as Sanrio.

Paper Citation

in Harvard Style

Sun S. (2025). A Research on the Segmentation Driving Mechanism of Sanrio Brand Symbols from the Perspective of Consumer Psychology-Based on the Psychological and Behavioral Differences Between Students Aged 18- 24 and Working People Aged 25-35. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 434-441. DOI: 10.5220/0013846600004719

in Bibtex Style

@conference{iceml25,
author={Sitong Sun},
title={A Research on the Segmentation Driving Mechanism of Sanrio Brand Symbols from the Perspective of Consumer Psychology-Based on the Psychological and Behavioral Differences Between Students Aged 18- 24 and Working People Aged 25-35},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={434-441},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013846600004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - A Research on the Segmentation Driving Mechanism of Sanrio Brand Symbols from the Perspective of Consumer Psychology-Based on the Psychological and Behavioral Differences Between Students Aged 18- 24 and Working People Aged 25-35
SN - 978-989-758-775-7
AU - Sun S.
PY - 2025
SP - 434
EP - 441
DO - 10.5220/0013846600004719
PB - SciTePress