This study rigorously investigates the multi-faceted factors influencing consumer purchasing behavior in the emerging retail landscape context and posits a suite of optimization strategies. The paper begins by delineating the current trajectory of the new retail industry, underscoring the pivotal role that big data and artificial intelligence play in the transformative processes of enterprises. The study then explores the salient impact of consumer interaction and brand sentiment on purchasing decisions. Consumers are transitioning from focusing solely on material gratification to a heightened emphasis on psychological and emotional fulfillment, particularly in the information age. Hence, retail businesses should initiate diversified interaction strategies rooted in authentic consumer needs and efficacious brand anthropomorphism to bolster emotional engagement and allure a broader consumer base. Conclusively, the paper offers targeted strategies designed to invigorate consumer purchasing behavior, serving as a substantive guide for optimizing marketing and sales tactics in the novel retail milieu.

Ⅰ. Introduction
Ⅱ. Overview of New Retail, Consumer Engagement, and Brand Emotion
    1. Conceptual Framework of New Retail
    2. Consumer Engagements in the Contemporary Retail Landscape
    3. Brand Emotion in the New Retail Environment
Ⅲ. Impact of Consumer Engagement and Brand Emotion on Buying Behaviorin the New Retail Environment
    1. The Influence of Consumer Engagement on Consumer Purchasing Behavior
    2. Impact of Brand Emotion on Purchasing Behavior
Ⅳ. Optimizing Consumer Purchasing Behavior in New Retail Environment
    1. Diversifying Interactions Based on Actual Consumer Needs
    2. Strengthening Brand Development and Emotional Sustenance
Ⅴ. Conclusion

• Rui Lyu(Doctoral Student, School of Management, Jeonju University)