可爱感知的模型构建综论及其研究展望  

A Review of Model Construction of Cuteness Perception and its Research Prospects

作　　者：陈丹丹 温韬[1] CHEN Dan-dan;WEN Tao(School of Economics and Management,Dalian University,Dalian 116622,Liaoning)

机构地区：[1]大连大学经济管理学院,辽宁大连116622

出　　处：《江苏商论》2022年第1期3-7,共5页Jiangsu Commercial Forum

摘　　要：目前,可爱元素越来越多地出现在各种商业活动中。伴随着商界对可爱元素的青睐,可爱感知在学术界也备受关注。尽管学术界发表了一些有价值的文献,但却很少有研究者对可爱感知相关文献进行梳理总结。因此,本文对可爱感知的内涵、测量、前因及后果的相关文献进行梳理和总结;构建了关于可爱感知前因后果的研究模型;并对可爱感知未来的研究进行了展望,指出可爱感知研究的三个方向:一是互联网行业中的可爱感知研究;二是可爱感知在线下商业活动中的应用研究;三是儿童用品行业中的可爱感知研究。At present,cute elements are increasingly appearing in various commercial activities.Along with the business community’s preference for cute elements,the perception of cuteness has also attracted much attention in academia.Although some valuable documents have been born in academia,few researchers have combed and summarized the literature on the perception of cuteness.Therefore,this article combs and summarizes the related literature on the connotation,measurement,antecedents and consequences of cuteness perception;constructs a research model on the causes and consequences of cuteness perception;looks forward to the future research on cuteness perception,and points out the three aspects of cuteness perception research.One direction:one is the study of cuteness perception in the Internet industry;the second is the application research of cuteness perception in offline commercial activities;the third is the study of cuteness perception in the children's products industry.

关 键 词：可爱感知 品牌共鸣 儿童式可爱 搞怪式可爱 

分 类 号：F713.5[经济管理—市场营销]