工商管理学院知识库

我们目前生活在一个大数据时代，随时随刻都在面临着商家的信息轰炸，我们被商家推送的信息所围绕，商家为了提高自身产品的销量，采用了各种营销手段，对比传统的营销方式，线上营销占据了目前营销的大部分，而线上营销又以线上的信息推送尤为突出，信息推送具有成本优势，同时缩短了商家和消费者的时空距离，因此越来越多的商家选择线上的信息推送来宣传自己的产品，吸引消费者的注意。在信息推送过程中可爱类型的信息推送似乎也越来越流行了，越来越多的商家平台运用可爱的元素来吸引消费者的注意。但是很少的商家及平台注意到可爱是有区别的，是有不同的维度的，因此本文就以信息推送为依托，据前人的研究将可爱划分为两个维度即幼态萌和搞怪萌来讨论其对消费者购买意愿的影响。

首先，本文通过对国内外相关文献的回顾与梳理，基于SOR理论及霍华德谢思模型、技术接受模型构建了幼态萌信息推送、搞怪萌信息推送、感知有用性、愉悦度、购买意愿的关系模型。其次，本文参照前人成熟量表并结合实际研究背景形成调查问卷，通过线下渠道及问卷星网站发放链接的方式，共得到有效问卷 355份。使用SPSS 26.0软件对数据进行描述性统计分析、信度和效度检验、验证性因子分析和相关性分析。最后，再对各变量之间的关系进行分析与验证。

根据实证得出研究结论：幼态萌信息推送负向影响感知有用性，搞怪萌信息推送正向影响感知有用性、幼态萌信息推送正向影响愉悦度、搞怪萌信息推送正向影响愉悦度、感知有用性正向影响购买意愿、愉悦度正向影响购买意愿。

文末基于研究结论，对商家平台提出了针对性的管理建议。

At present, we live in an era of big data and are facing the information bombing of businesses at any time. We are surrounded by the information pushed by businesses. Businesses have adopted various marketing means in order to improve the sales of their products. Compared with traditional marketing methods, online marketing accounts for most of the current marketing, and online marketing is particularly prominent with online information push, which has cost advantages, At the same time, it shortens the space-time distance between businesses and consumers. Therefore, more and more businesses choose to push online information to promote their products and attract the attention of consumers. In the process of information push, cute information push seems to be becoming more and more popular. More and more business platforms use cute elements to attract consumers' attention. However, few businesses and platforms notice that loveliness is different and has different dimensions. Therefore, based on information push, this paper divides loveliness into two dimensions, namely young cute and funny cute, according to previous studies to discuss its impact on consumers' purchase intention.

Firstly, by reviewing and combing the relevant literature at home and abroad, this paper constructs the relationship model of young cute information push, funny cute information push, perceived usefulness, pleasure and purchase intention based on sor theory, Howard Sheth model and technology acceptance model. Secondly, referring to the previous mature scale and combined with the actual research background, this paper forms a questionnaire. A total of 355 valid questionnaires are obtained by issuing links through offline channels and questionnaire star websites. SPSS 26.0 software was used for descriptive statistical analysis, reliability and validity test, confirmatory factor analysis and correlation analysis. Finally, the relationship between the variables is analyzed and verified.

According to the empirical research conclusions: young sprouting information push has a negative impact on perceived usefulness, funny sprouting information push has a positive impact on perceived usefulness, young sprouting information push has a positive impact on pleasure, funny sprouting information push has a positive impact on pleasure, perceived usefulness has a positive impact on purchase intention, and pleasure has a positive impact on purchase intention.

Finally, based on the research conclusion, this paper puts forward targeted management suggestions for the business platform.