An Overview of Luckin Coffee’s Innovative Digital Marketing Model and its Impact on Consumer Behavior — A CAB Model Perspective

Yuting Wu

doi:10.54097/hh0fdx09

Authors

Yuting Wu

DOI:

https://doi.org/10.54097/hh0fdx09

Keywords:

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Abstract

This study examines Luckin Coffee’s innovative digital marketing model and its impact on consumer behavior through the lens of the Cognition–Affect–Behavior (CAB) framework. Drawing on annual reports, industry analyses, and academic literature, the author analyzes how Luckin integrates cognitive priming, affective resonance, and behavioral nudges across social media, private traffic, and omnichannel platforms. Key findings reveal that (1) cognitively consistent visual and narrative cues foster emotional engagement; (2) platform-embedded interfaces and real-time algorithmic prompts streamline consumers’ pathway from perception to action; and (3) strategically engineered affective triggers—such as limited-edition products and immersive brand storytelling—convert emotional arousal into habitual purchase behavior. The synergistic operation of these pathways amplifies user stickiness, accelerates decision-making, and extends customer lifetime value. The conclusions offer both theoretical contributions—extending CAB’s application to platformized brand ecosystems—and practical guidelines for digital-first brands seeking to architect integrated marketing strategies that balance personalization, scalability, and cultural embedding.

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