The Impact of Anime Short Video "Cuteness" Perception on Customer Integration: A Chain Mediation Model

Yunxia Su

doi:10.54691/3mwfaw25

Authors

Yunxia Su

DOI:

https://doi.org/10.54691/3mwfaw25

Keywords:

Anime; Short Videos; Cuteness Perception; Customer Integration; Chain Mediation Model.

Abstract

Anime short video marketing activities are increasingly frequent, but the research on its mechanism is relatively scarce. Based on the resource conservation theory and experiential integration marketing theory, this study constructs a chain mediation model of anime short video "cuteness" perception influencing customer integration through positive emotions and quasi social relations. Collect data through questionnaire survey method and use multiple analytical methods for empirical testing. The results show that anime short video "cuteness" perception has a significant positive impact on customer integration, in which positive emotions and quasi social relations play an important mediating and chain mediating role. This study provides theoretical support and management enlightenment for enterprises' anime short video marketing practice, and also points out the limitations of the study and future prospects.

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