数字经济背景下情绪消费与潮流玩具购买意愿研究——基于Labubu案例的有序Logistic回归与结构方程模型验证

Research on Emotional Consumption and Purchase Intention of Trend Toys under the Background of Digital Economy—Verification of Ordered Logistic Regression and Structural Equation Model Based on the Labubu

摘要: 数字经济时代，消费场景数字化转型提速，电商平台成为潮流文创核心消费渠道，网络营销模式持续迭代，居民消费行为逐步从物质实用导向转向情感价值导向，情绪消费成为Z世代主流消费趋势。为揭示数字场景下情绪消费对潮流玩具购买意愿的驱动机制，本研究以Labubu为案例，立足情绪消费视角开展实证研究。研究借助CiteSpace工具，以玩具、消费、数字营销、情绪消费为关键词，对CNKI中外文献进行可视化梳理，明晰行业痛点与研究脉络；基于SOR理论提出研究假设，构建数字经济下潮流毛绒玩具购买意愿模型；采用问卷法收集一手数据，运用有序多分类Logistic模型剖析群体购买意愿差异，结合结构方程模型探究7项潜变量的影响路径。研究量化了情绪杠杆对情绪消费的撬动作用，明确了核心影响机制，为潮流玩具行业数字化运营、网络营销优化、电商场景情感赋能提供理论支撑与实践参考。

Abstract: In the era of the digital economy, the digital transformation of consumption scenarios has accelerated, e-commerce platforms have become core channels for trendy cultural and creative consumption, and online marketing models continue to iterate. Consumer behavior has gradually shifted from material-oriented practicality to emotional value-orientation, and emotional consumption has become a mainstream consumption trend among Generation Z. To reveal the driving mechanism of emotional consumption on the purchase intention of trendy toys in digital contexts, this study conducts an empirical analysis from the perspective of emotional consumption using Labubu as a case study. With the help of CiteSpace, this study visually analyzes Chinese and international literature from CNKI with keywords including toys, consumption, digital marketing, and emotional consumption to clarify industry pain points and research trends. Based on the Stimulus-Organism-Response (SOR) theory, research hypotheses are proposed and a theoretical model of purchase intention for trendy plush toys in the digital economy is constructed. Primary data were collected using the questionnaire method. An ordinal multinomial Logistic model is applied to examine group differences in purchase intention, and structural equation modeling is used to explore the influence paths of seven latent variables. This study quantifies the catalytic effect of emotional leverage on emotional consumption and identifies key influencing mechanisms, providing theoretical support and practical implications for the digital operation, online marketing optimization, and emotional empowerment of e-commerce scenarios in the trendy toy industry.