Value Co-creation Perspective: Research on Consumers' Willingness to Purchase AI Children's Companion Products Based on the Push-Pull-Mooring Model

Based on the Push-Pull-Mooring (PPM) model, this study integrates the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the value co-creation theory to construct a "push-pull-mooring" theoretical framework. The purpose is to explore the influencing mechanism of consumers' willingness to purchase AI children's companion products. A questionnaire survey was adopted, targeting parents of kindergarten and primary and secondary school students in first-tier cities such as Beijing and Shanghai. Partial Least Squares Structural Equation Modeling was conducted using Smart PLS 4.0 software to test the direct effects of key factors and the moderating effect of AI co-creation ability. The findings indicate that performance expectancy, hedonic motivation, and social influence, as pull factors, have a significant positive impact on purchase intention; ethical and privacy concerns, as push factors, have a significant negative impact on purchase intention; AI co-creation ability not only directly promotes purchase intention but also significantly positively moderates the relationship between pull factors and purchase intention, and negatively moderates the relationship between push factors and purchase intention. This study verifies the action paths of factors such as AI co-creation ability, broadens the theoretical perspective of traditional technology acceptance models, and provides empirical support for AI children's product enterprises in product design and marketing strategies.