Consumer Characteristics Research Articles

How attitudes and purchases differ between also-online versus offline-only grocery shoppers in online and offline grocery shopping

AbstractThe surge in online grocery shopping amid the COVID-19 pandemic has significantly altered the balance between offline and online purchases, influencing consumer attitudes toward these channels. Given the anticipated continued growth of online grocery shopping in the coming years, research on this topic becomes increasingly crucial for retailers, manufacturers, and consumers. Particularly, brand managers and retailers find themselves uncertain about the implications for their consumer segments and products, including national versus private label brands, organic products, and fair-trade products. Against this backdrop, our study delves into consumer characteristics and purchase behavior to explore the distinctions between offline-only and also-online grocery shoppers. Additionally, we examine whether consumer behavior varies across offline and online channels. Specifically, we analyze extensive household panel data encompassing 4,142,485 purchases and diverse consumer characteristics (such as demographics and attitudes) from an average of 21,428 households spanning the years 2016–2020. It is noteworthy that also-online shoppers, despite their preference for convenience, tend to be younger, reside in larger cities, and exhibit more positive attitudes toward buying local and environmental responsibilities. These consumers, characterized by lower price consciousness and higher brand preferences, display a greater inclination toward national brands online compared to offline. Furthermore, they express more favorable attitudes toward organic and fair-trade products and exhibit relatively higher purchasing of these items. Our extensive empirical analyses reveal that these cross-sectional differences are attributable, in part, to demand-driven factors and, in part, to supply-side effects. Through this research, we provide valuable insights to brand managers, retailers, and researchers, facilitating a better understanding of the evolving retail landscape, particularly within the dynamic realm of online grocery shopping.

The sports food buzz: Understanding consumption, motivations and perceptions in Australian adults

Sports foods are formulations of protein powders, carbohydrate gels and other nutrients such as creatine and pre work out, that are designed for athletes to provide additional nutrients for optimum performance(1). These contain specific amounts of nutritive substances not meant for non-athletes(2). However, over the last decade there has been a substantial increase in the availability, types, and sales of sports foods in mainstream retailers(3,4), likely driven by non-athlete consumption. Increased consumption could lead to nutrient intake above recommendations(5) or unwanted side effects (e.g. caffeine overload) due to consumption of multiple products(6). Little is known about the characteristics and motivations of non-athletes and it is important to understand the drivers of this increase, to ensure appropriate and safe consumption. This study aims to investigate characteristics and motivations, consumption patterns, exercise participation, reasons for product selection and perception of risks and side effects of non-athlete sports food consumers. In 2022, non-athlete Australian adults (18-65) completed a purpose designed online cross-sectional survey. Closed ended questions collected demographic characteristics, sports food consumption (type, frequency, amount, cost), exercise participation (type, frequency, duration), purchase location, recommendation source (friends, family social media) and use of packaging attributes (e.g. claims) to inform decision making. Open-ended questions captured reasons for consumption, perceptions of any risks and side effects experienced. Descriptive statistics were performed for participant characteristics and open-ended questions were analysed using inductive thematic analysis. Participants (n = 307) were predominately female (56%), middle aged (45%), moderate income earners (53%) and tertiary educated (54%). Protein products were most consumed (powder 82%, bar 61%, snack 37%), with over two thirds (65%) consuming 2 or more products. Walking was the most frequent exercise performed (65%), supermarkets the most common purchase location (52%) and media the most frequent recommendation source (39%), with on-pack nutrition information being used by most respondents (95%) to inform product selection. Just over half (52%) stated perceived risks and more than a third (35%) reported experiencing side effects from sports food consumption. The main reasons for consuming sports foods were for protein intake, muscle recovery, stamina and energy. The key risks stated were kidney/liver/organ effects, caffeine overdose and gut/digestion problems. The main side effects reported were bloating, tingling, anxiety (jitters, shaking, trembling), nausea or stomach upsets. Despite the consumer characteristics and their stated awareness of the risks, and side effects experienced, they continue to consume sports foods for their many perceived benefits. This is potentially driven by on-pack nutrition information and claims, which appear particularly influential in purchasing. Previous research shows that on-pack information can be inaccurate, or misleading(4). Tighter regulation and enforcement would benefit non-athletes, ensuring safer and more informed consumption.

채식주의 관련 소비자 특성의 차이 및 식물성 대체육 섭취 의도에 영향을 미치는 요인

채식주의 관련 소비자 특성의 차이 및 식물성 대체육 섭취 의도에 영향을 미치는 요인

Utilization of Social Media Marketing Through Content on Instagram in Efforts to Improve the Brand Image of AK Riau Organic Chicken

This research aims to determine the use of social media marketing through content on Instagram in an effort to improve the Brand Image of AK Riau Organic Chicken. This research uses a quantitative approach and is reinforced with qualitative data to enrich the analysis. The results of the research show that the use of Instagram in an effort to improve the brand image of AK Riau organic chicken, namely: 1) Good background design, color selection and layout ultimately creates a good psychological response to the brand image of AK Riau organic chicken. 2) Promotion. This is one of the activities that aims to influence consumers to know and understand the product or service so that interest in buying the goods or services arises, 3) consumer characteristics are factors that exist within a person and influence consumer behavior in purchasing a product. or services. Based on a consumer survey at AK Riau Organic Chicken, it can be explained that 55% of people got information about AK Riau Organic Chicken from Instagram media, 25% of people got information from other people and 20% of people got information from Facebook. 4) The level of attractiveness of the message. The attractiveness of the message that can be seen from the promotional activities of "AK Riau Organic Chicken" includes the attractiveness of the profile photo, the quality of the uploaded photo, the attractiveness of the uploaded photo, the choice of color in the content, the attractiveness of the use of captions, and the use of hashtags.

State support for agriculture in Kazakhstan for the medium term

The goal is to analyze budget revenues and expenses for a three-year period based on state support for agriculture. Methods – based on comparative analysis, the estimated indicators of agricultural production and volume of financing are considered. Results – the main parameters of the draft republican budget for 2024-2026 were studied in connection with the calculated indicators of the Forecast of socio-economic development of Kazakhstan for 2024-2028, as well as the budget volume for 2024-2025 and the concept of the Ministry of Finance of the Republic of Kazakhstan until 2030. Issues related to the formation of the draft republican budget according to the basic scenario for the development of the country's economy are presented. In the context of main budget functional groups, the size, structure and main directions of financing expenditures of the republican budget are shown in comparative form. Conclusions – the main budget programs for financing agricultural sector are outlined in detail. It is noted that their budgeting has been significantly reduced for projects such as “Stabilization and improvement of the environment” and “Effective water resources management”. As for budget lending, its volumes are increasing significantly compared to previous years, which can be positively assessed as an increase in financial support from the state. However, if industry lending data is compared with a three-year forecast, the amount of industry funding is declining. A decrease in value of budget financing and loans from budget for agricultural production in the medium term will not contribute to increasing their volumes. An important document for planning (budgeting) of agricultural enterprises is a business plan, which generates information about the capacity of market segments and their market shares; characteristics of competitors and consumers are presented, forecast estimates for sales volumes are compiled for several years in advance.

A S tudy o n Non-Muslim Consumer s' P urchase Intention of H alal Food in Korea

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated emotions, perceived behavioral control, and halal awareness influenced non-Muslim consumers' desire to purchase halal foods. Desire and halal awareness also predicted purchase intentions. Moreover, word of mouth (WOM) had a significant moderating effect on the desire to purchase intentions of halal foods. Research limitations/implications: The results of this study can be utilized in managing the halal food business by providing information on non-Muslim consumer characteristics. Originality/value: This study aims to provide implications for the globalization of halal food by identifying specific variables that affect the halal food consumption behavior of non-Muslim consumers.

Marketing research of honey consumer preferences in the markets of Kostanay region

Bee honey is a valuable, multicomponent unique product produced by bees from the nectar of honey plants. In the human diet, honey is an alternative to sugar and sugar-containing foods as a healthier food product.
 Within the framework of this article, a marketing study and analysis of preferences among consumers of honey and other bee products among residents of Kostanay and the region were conducted.
 Today, about 50% of honey is produced in China, Argentina, the USA, Ukraine, Turkey, and Russia. Honey exporting countries are characterized by flexible economic and organizational interaction. The main role is played by the mechanisms of legal protection and the developed infrastructure of the industry, which ensures full-fledged work, sales of products, and the receipt of foreign exchange earnings to the country's budget.
 The materials of this article contain an analysis of the types of bee products consumed, quality criteria when choosing honey, other bee products, as well as factors determining the choice of consumers. Also, the priorities of the origin of honey (apiaries) have been determined among consumers.
 The study grouped the key characteristics of honey consumers in the areas of Kostanay region that affect their behavior, desires and preferences. By quantitative analysis of the results of the survey of the target audience, an average portrait of buyers of honey and other bee products has been compiled, which can be used by entrepreneurs at all stages of planning and promoting their products.
 A literary review of the state of knowledge of this issue was conducted, citing articles from domestic and foreign sources.
 The results obtained can be used by domestic producers in the development and optimization of a strategy for promoting bee products.

Personalized Clothing Prediction Algorithm Based on Multi-modal Feature Fusion

With the popularization of information technology and the improvement of material living standards, fashion consumers are faced with the daunting challenge of making informed choices from massive amounts of data. This study aims to propose deep learning technology and sales data to analyze the personalized preference characteristics of fashion consumers and predict fashion clothing categories, thus empowering consumers to make well-informed decisions. The Visuelle’s dataset includes 5,355 apparel products and 45 MB of sales data, and it encompasses image data, text attributes, and time series data. The paper proposes a novel 1DCNN-2DCNN deep convolutional neural network model for the multi-modal fusion of clothing images and sales text data. The experimental findings exhibit the remarkable performance of the proposed model, with accuracy, recall, F1 score, macro average, and weighted average metrics achieving 99.59%, 99.60%, 98.01%, 98.04%, and 98.00%, respectively. Analysis of four hybrid models highlights the superiority of this model in addressing personalized preferences.

Changing food preferences and choices – A framework for analyzing households food purchases over time

Scientific interest in food consumption has grown significantly in recent decades due to its profound implications for individuals’ and societies’ health and wellbeing and implications for domestic and global systems sustainability. Food purchases can be directly and indirectly related to household and consumer characteristics. While food purchase habits may be dynamic and influenced by changing circumstances over the years, most related research presents a snapshot of the studied issues within a single year or period or focus on a specific social group or food commodity. This paper introduces and illustrates a framework for analyzing household food purchasing clusters over a period of time. It uses data from over 120,000 households in Israel to analyze household food purchases over two decades. The analysis segments the population into clusters and accounts for their food purchases through an extensive bottom-up approach. It identifies several major clusters, including small and large families and young and elderly households, each representing a unique range of food purchase patterns and a different share of the overall society. It analyses different levels of consumption, from broad categories to specific products, and examines the relationships between food purchases and household characteristics. Examining specific food categories and commodities illustrates a complex trend over the research period, including rising demand for beef, poultry, and soft drinks, steady patterns of consumption of frozen and canned vegetables and oils, and a clear decline in demand for dairy, grain, and sugar products.

Analisis Faktor Pribadi Konsumen sebagai Pengaruh Perilaku Belanja Daring Produk Sayur Organik melalui Platform Digital Marketing

This research aims to analyze the influence of consumer personal factors which include gender, age, education, finances, and employment on buying interest and factual purchases of organic vegetables as well as analyzing the organic vegetable market segment by examining the characteristics of consumers who buy organic vegetables online in Palembang to become as a recommendation for marketing strategies for organic vegetables. The subjects were consumers who bought organic vegetables online at 20 shops that provided online purchases which was 200 respondents in total. The analytical method is K-Means Cluster analysis with the help of the SPPS 27 program and PLS 3.2 Structural Equation Modeling (SEM) analysis. The results show that there is a significant or positive influence of age, education, financial and employment factors on personal factors, and overall personal factors have a significant influence on purchase intention and factual purchases. The consumer market segmentation for organic vegetable products is consumers in productive age, 21 to 60 years old, highly educated, and work as private employees, entrepreneurs, and civil servants and from Palembangese, Javanese, Sundanese, and Malay origins, having a total income of IDR. 2–5 million in range. Moreover, this research is expected to be applied by online organic vegetable sellers to reach bigger market especially to those located in Palembang.

THE USE OF LECITHIN OF ORGANIC ORIGIN IN THE TECHNOLOGY OF BAKERY PRODUCTS

The production of bakery products of organic origin has limitations in the use of various ingredients, first of all, 95% of the recipe composition should be of organic production. Organic low-fat sunflower lecithin LECICO SUN P 400 from the German company Lecico has appeared on the market of organic products, which makes it possible to expand the possibilities of improving the quality of bakery products labelled as organic. The purpose of the research is to develop a recipe for an organic loaf with an extended shelf life by using organic low-fat sunflower lecithin LECICO SUN P 400 from the German company Lecico and to study its effect on the consumer characteristics of an organic loaf with an extended shelf life. Based on trial laboratory baking and the calculation of a comprehensive quality indicator, a rational dosage of organic low-fat sunflower lecithin LECICO SUN P 400 in the amount of 0.6 % by weight of flour was established to improve the consumer properties of bakery products. Thus, in the case of adding 0.6 % by weight of flour, the specific volume increased by 9.1 % compared to the control due to an increase in the specific volume of the dough and a weakening of the gluten framework with the introduction of organic low-fat sunflower lecithin LECICO SUN P 400. It was found that the shape stability and porosity of the products are improved. It was found that the use of organic low-fat sunflower lecithin LECICO SUN P 400 prolongs the freshness of bakery products, namely, the degree of preservation of freshness of the products increases by 1.5 times, which is confirmed by a lower degree of crumbling and the formed sub-crust layer during 72 hours of storage. Taking into account the rational dosage of organic low-fat sunflower lecithin LECICO SUN P 400, a recipe for the organic loaf ‘Soniachnyi’ was developed using 100 kg of organic high-grade wheat flour, pressed bakery yeast - 3 kg, table salt - 1.3 kg, organic sugar - 2 kg, organic peasant sweet cream butter - 2.5 kg, organic low-fat sunflower lecithin LECICO SUN P 400 - 0.6 kg

Non-Traditional Vegetable Raw Materials Use in the Yeast-Free Biscuits Technology

Biscuits fall into the dry biscuit category, have a long shelf life and are technologically suitable for enrichment with non-traditional vegetable raw materials. The study aim is to improve the production technology of yeast-free biscuits using non-traditional vegetable raw materials – vegetable powders obtained from pumpkin and carrots. The researchers modernized classic recipe of biscuits “Arctica” by (I) the partial replacement of premium wheat flour with vegetable powders (pumpkin and carrot) at a concentration of 5 % and barley flour at a concentration of 30 % of the total weight of premium wheat flour and (II) butter replacement with a structured fat base (sunflower oil and hydrated potato starch). The thesis demonstrates the organoleptic, physico-chemical characteristics, nutritional and energy value of the developed yeast-free biscuits compared to the control sample. A man determined that the butter replacement with a structured emulsion of sunflower oil and hydrated starch enable to eliminate the saturated fat content in the biscuit formulation. The developed yeast-free biscuits have satisfactory consumer characteristics, a richer chemical composition with the same caloric content as the control sample, mainly due to the content of dietary fibers, minerals and vitamins contained in non-traditional vegetable raw materials.

Improving the model of digital marketing communication on the example of a funeral service agency

The article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital environment are highlighted. Practical implementation of marketing tools on the example of a funeral agency is considered with special attention. It is proved that effectiveness improvement of the enterprise website as a model of digital marketing communication in the context of the specifics of the services perception by target audience largely depends on the formation of trust through various communication tools. Within the framework of the mo del developed by the author it is substantiated that the maximum effect from the marketing tools implementation can be achieved only in the unity of all its functions (informational, communicative, marketing, interactional, reputational). Moreover, as a result of the analysis, it was discovered that the most important function for consumers, due to the market specifics, is the reputa tional function. On the basis of this conclusion, the company was rebranded and the website was transformed. The made changes, as shown by statistics, have had a positive impact on the website effectiveness.

CONSUMER PREFERENCE TOWARDS THE ATTRIBUTES OF AQUAPONICS PRODUCTS AT PT. TANIKOTA

The increasing awareness of healthy lifestyle among the public has made consumers more selective in choosing their food, particularly vegetables. Aquaponic vegetable products, which are free from pesticides, have emerged as an alternative for health-conscious consumers. This study aimed to identify the characteristics of consumers who purchase aquaponic vegetables based on product attributes at PT. Tanikota and to determine the ranking of attributes of aquaponic vegetables according to consumer preferences. The research method employed in this study was a case study, using a whole population of 70 aquaponic vegetable consumers at PT. Tanikota as the respondents. Data were analyzed using descriptive analysis of frequency distribution. The results of the study revealed that the characteristics of consumers who buy aquaponic vegetables at PT. Tanikota were generally women aged 26-35 years, holding an undergraduate degree, with 3 family dependents, employed in private sectors, and having an income range of 2,600,000-Rp 5,200,000/month. The attributes of aquaponic vegetables at PT. Tanikota were ranked based on consumer preferences, with the level of freshness of vegetables, variety of vegetables, color of vegetables, method of payment, method of purchase, physical form of vegetables, vegetable size, distance, vegetable packaging, and the price of vegetables, respectively. The lower rank of price attributes can be attributed to the lack of aquaponic vegetable cultivation in the city of Bandung, which makes it difficult for consumers to compare the prices offered by PT. Tanikota with those offered by other companies.

When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants

AbstractThe widespread use of voice assistants (VAs) creates a pressing need to understand what drives consumers to use different VAs. Existing studies have commonly focused on the net effects of antecedents that explain why consumers adopt or continue using VAs, ignoring the complexity of consumer behavior and the combinatorial effects of multiple antecedents. Our study proposes that consumer intention to continue using VAs does not depend on a single characteristic of products or consumers but on specific configurations of such characteristics. By integrating human–technology interaction and media richness theories, we suggest that consumers with distinct psychometric profiles and learning styles may evaluate humanlike and technological attributes of VAs differently. Our study shows that the complex interconnectedness between different VA attributes and consumer characteristics can provide a holistic understanding of why some consumers continue or stop using VAs. The results advance the media richness literature by offering novel insights into multimodality in consumer–technology interactions by examining consumer evaluations of single and multimodal VAs (e.g., smart speakers vs. touchscreen smart speakers). Our study provides templates for managers to effectively design VAs aligned with their segmentation and targeting strategies.

Brand Equity Analysis of Formula Milk for Age 1-3 Years Old at Integrated Healthcare Center Mawar IX Bandung

This study aims to describe the characteristics of consumers in purchasing formula milk products aged 1-3 years and to analyze the brand equity of formula milk aged 1-3 years at Integrated Healthcare Center Mawar IX, RW 9, Cipamokolan Village, Rancasari District, Bandung City. The method used mixed research methods and sample taking used a purposive sampling technique. Based on observations, there were 51 people who suit the criteria. Data were analyzed using descriptive analysis, Cochran test, brand switching pattern matrix, and estimation of market share. Based on research, the characteristics of its consumers are dominated by housewives aged 19-34 years with undergraduate/postgraduate graduates who have children aged 12-23 months with an income of IDR 500,000-5,000,000 and expenditures of IDR 100,000-3,000,000 per month regarding knowledge of child nutrition and obtaining information regarding formula milk from advertisements so that they buy formula milk with a frequency of 1-2 times/month and a small product volume. The results show that Dancow Batita and SGM have a fairly strong brand equity value where these two brands have a brand image with 11 brand associations and a good quality perception. SGM outperformed brand awareness and estimated market share, while Dancow Batita led in brand loyalty. While both brands are equally superior for brand association and perceived quality.

Pemetaan Persepsi Konsumen untuk Meningkatkan Daya Saing Produk: Studi Kasus T-shirt Libre Everyday

In competing, it is important to understand consumer perceptions of products. Even though consumers are satisfied with the company's brand image, the company can still lose its customers. Companies need to identify consumer characteristics in their marketing strategy, because this can help formulate the right position for the product. Understanding the concept of product or brand positioning is very important to maintain the company's continuity in competition. This research aims to determine product positioning based on consumer perceptions of product attributes. Consumer perception mapping was carried out on the Libre Everyday t-shirt product using a purposive sampling method involving 70 respondents who had been t-shirt users for more than two years and were familiar with at least three specified t-shirt brands. The data obtained was processed using IBM SPSS 23 software to produce perceptual mapping. The calculation results show that this perception map model is feasible and acceptable, as proven by the goodness of fit test with an R-square value of 0.15312 and a stress value of 0.97814. This perception map depicts brand positioning, product attributes, and closest competitors. To increase product competitiveness, it is necessary to improve product positioning by utilizing superior product attributes, improving marketing communications, and adding marketing channels.

Dijitalleşme sürecinde tüketicilerin bankacılık hizmet tercihini şekillendiren unsurlara yönelik bir inceleme

With a focus on banking services specifically, this study attempts to investigate the variables influencing consumers' choices for services during the digitalization process. A review of the literature was done for this purpose, and the data gathered was arranged and given as a summary of the literature. Within the scope of the research, firstly, the factors shaping consumers' digital banking service preference were discussed in a general framework, subsequently the subject was detailed around the determined headings. In this context, the subject is discussed in terms of search, experience and credence properties of service products, perceived risk, privacy, and security concern (and privacy paradox) and consumer characteristics, suggestions for future research are presented in the conclusion section. With the goal of addressing the consumer's service choice in the digitalization process with a holistic approach and current concepts, particularly for financial services, it is assessed that the study will provide a distinctive contribution. The study is the product of a comprehensive literature review; therefore care was taken to ensure that the elements identified were comprehensive, both in terms of digital services in general and in banking services in particular. However, it is possible to talk about different factors that are likely to shape consumer behavior in the digitalization process and are beyond the scope of this study. In addition, the rapid change and transformation environment caused by digitalization brings with it the need to constantly address the issue with new research.

Subscription Pricing for Free Delivery Services

Many firms that offer home delivery of products purchased online now provide consumers the option of subscribing to a membership plan for free delivery of limited or unlimited number of orders instead of customers paying delivery charges for each order. This paper seeks to understand the benefits to firms and consumers of introducing such free-delivery subscription (FDS) plans to complement their traditional pay-for-delivery (PFD) option, characterize the firm's optimal FDS subscription pricing strategy, and study the effects of product, consumer, and market characteristics on the subscription fees and firm's profits. We develop and analyze an economic model that incorporates salient features of product delivery settings that prior models of subscription pricing do not fully capture. The features include simultaneous availability of PFD and FDS options, lift in a consumer's demand when she switches from PFD to FDS, the possibility of attracting new consumers when the firm introduces FDS, and order batching by customers due to per-order delivery charges and free-delivery order allowances. Our utility-based approach to model consumers’ purchasing choices incorporates consumer heterogeneity both in terms of their utility for the product and their shopping preference under the PFD option. For homogeneous consumers, we show that introducing a FDS plan raises the firm's profit, establish the optimality of offering unlimited free-delivery allowance, and analyze comparative statics. With multiple customer types, our analysis of two subscription pricing strategies for FDS plans—a single “Universal” plan and multiple “Tiered” plans with varying subscription fees and free-delivery limits—leads to several interesting insights on delivery pricing strategies, as well as drivers and sensitivity of the optimal policy, profits, and number of subscribers. We supplement this analysis with extensive computational experiments that reveal a substantial increase in profits when a firm adds one or more FDS plans to its PFD option even though the optimal subscription fee(s) only covers part of the firm's actual shipping costs. These results also permit us to gauge the influence and understand the trends in the profitability of the Universal and Tiered plans as various parameters change.

Is the expression of different discrete emotions related to time? Evidence from online Chinese reviews using sentiment analysis and human behavior dynamics.

The online behavior of online users has taken on complex and diverse characteristics, and posting product reviews on e-commerce platforms is no exception. In fact, reviews contain rich and multi-dimensional discrete emotional information, and whether there is a relationship between the expression of these different discrete emotions and the time interval between product purchase and review posting as well as their related characteristics are the issues that this study needs to analyze and solve in depth. Based on the OCC model (named after three proposers) of psychological emotional cognitive evaluation theory as the basis for emotion classification, the study used the massive amounts of Chinese reviews of mobile phones on the Chinese e-commerce platform Jingdong Mall as the research object, applied supervised machine learning methods to classify discrete emotions, and constructed a large corpus containing satisfaction, disappointment, admiration, reproach, love, and hate; then the study delved into the distribution and behavioral dynamics characteristics of consumers' comments containing the different discrete emotions at different "purchase-comment" time intervals. The results showed that the first peak of the distribution curves of the six discrete emotions at different "purchase-comment" time intervals occurs on the first day after purchase and then decreases gradually but at different rates. The three curves for satisfaction, love, and hate emotions also show a second peak on the eleventh day, which is more similar to the bimodal distribution, implying that the corresponding product reviews are more objective. In addition, the distribution of reviews containing the six discrete emotions at different "purchase-comment" time intervals follows a power-law distribution and has the temporal characteristics of human behavioral dynamics, that is, "strong paroxysms and weak memory". However, the reviews containing the admiration and reproach emotions were most intensively written by consumers after the purchase, indicating that the service provided by the seller, logistics, and e-commerce platform stimulates more consumers to give quick responses and detailed reviews. This study is not only of great significance for exploring the internal mechanisms of consumer discrete emotional expression but also provides important decision-making references for potential consumer purchasing decisions, product updates for developers, marketing strategy formulation for marketing teams, and service improvement for sellers, logistics companies, and e-commerce platforms.