A Study on Consumers' Sentimental Orientation towards Push Service in the Context of Internet+

Abstract

Under the Internet+ background on the issues about traditional commercial retail enterprises how to effectively carry out push service, based on the TRA model, the model of influencing factors of consumers' willingness to adopt was established, accordingly, the questionnaire was designed. Article gets a clear view of traditional commercial retail's present business performance, consumer's basic consumption habits, emotional cognition and attitude towards push service through the survey of consumers and traditional commercial retail enterprises in central China. The result shows that there was a significant difference in the time spent viewing service by consumers at different ages; consumer acceptance of service delivery platform tend to have overall preferences; service push content and form of good or bad affect the feelings of consumers to push the service tendencies; the perceived usefulness and enjoyment of service delivery has a persistent impact on service delivery. Through the analysis of the research results, paper puts forward the theoretical suggestions to improve the push service's strategy, and strives to make enterprise push service be more effectively accepted by consumers.