Study on the Influence Mechanism of Consumers’ Purchase Intention of Pet Products Based on the SOR Theory

With the vigorous development of the pet economy, an in-depth investigation into consumers’ purchase intention of pet products is crucial to the development of the industry. Based on the SOR (Stimulus-Organism-Response) theory, this paper constructs a research model of consumers’ purchase intention of pet products and puts forward the following hypotheses: external stimuli such as product factors positively affect emotional responses; external stimuli such as product factors positively affect cognitive evaluation; and emotional responses and cognitive evaluation positively affect purchase intention respectively. Data were collected through questionnaire design, and empirical analysis was conducted by means of descriptive statistics, confirmatory factor analysis, multiple linear regression and other methods. The empirical results show that marketing activities enhance confidence in consumption decisions, purchase situations improve users’ sense of pleasure, product factors strengthen cognitive rationality, marketing activities optimize consumption risk assessment, purchase situations improve the judgment of scheme feasibility, and both consumers’ emotions and cognition exert a positive driving effect on purchase intention. This paper enriches the application of the SOR theory in the field of pet product consumption, and provides a scientific basis for enterprises to optimize product design, formulate marketing strategies and enhance consumers’ purchase intention.