智能推送对消费者购买意愿影响的研究

Research on the Effect of Intelligent Push on Consumers’ Purchasing Intention

摘要: 在大数据时代，人工智能等技术的应用得到了飞速的发展，智能推送已经逐渐成为各商家宣传产品和引导消费者消费的重要方式。本文以S-O-R理论为基础，研究智能推送和消费者购买意愿之间的关系，并将心流体验和感知价值作为中介纳入研究模型。通过对314名消费者的调查研究发现：(1) 智能推送及其各个特征：信息呈现、系统交互以及推荐信息时效性的水平越高，消费者越可能产生购买意愿；(2) 智能推送可以以心流体验和感知价值作为链式中介正向作用于消费者的购买意愿。

Abstract: In the era of big data, the application of artificial intelligence technology has been rapidly developed, intelligent push has become an important way to promote products and guide consumer consumption. This article is based on the S-O-R theory to study the relationship between intelligent push and consumer purchase intention, and incorporates flow experience and perceived value as mediators into the research model. Based on a survey of 314 consumers, we found that: (1) intelligent push and its various characteristics: the higher the level of information presentation, system interaction and timeliness of recommendation information, the more likely consumers are to have purchase intention; (2) intelligent push can take the flow experience and perceived value as the chain-mediated effect on consumers’ purchasing intention.