可愛的魅力讓人們愛不釋手，不僅會帶來愉快和療癒的正向情緒，也讓商人們為了搶賺這股可愛風潮，紛紛將擬人化的可愛元素融入品牌或產品當中。而進一步瞭解可愛的相關研究，可以發現可愛分為兩種：嬰兒可愛和古怪可愛。嬰兒可愛基於嬰兒基模而發展，具有引發正向情緒、溫暖及讓人有保護照顧的動機；而古怪可愛則是帶給人們有趣、滑稽的特質。本研究嘗試以擬人化和可愛結合，視不同類型的可愛是否會促發消費者的知覺恢復，和知覺恢復對衝動購買行為的影響，並檢視加入自我控制的可能干擾。

基於知覺恢復理論、自我控制、衝動購買理論，本研究採實驗方式，以先導實驗先確立實驗刺激物，再發展出兩組實驗來驗證假說論述。實驗以操弄兩種類型的可愛元素(嬰兒可愛 vs. 古怪可愛)為主軸，旨在探討可愛之不同類型的影響效果。

研究結果發現：(1)兩種可愛皆能促發消費者之知覺恢復；(2)古怪可愛較嬰兒可愛對於知覺恢復有較顯著影響；(3)消費者的知覺恢復越高，會產生較顯著的衝動性購買行為；(4)兩種可愛皆能對消費者產生較高的知覺恢復，進而引發較顯著的衝動性購買行為；(5)自我控制在兩種可愛中，皆對知覺恢復有顯著的調節效果。

本研究之結果顯示可愛類型之分類有其根據，並進一步了解兩種可愛所引發的知覺恢復效果，連結衝動性購買和自我控制的影響機制，並對欲使用可愛元素於產品上之廠商有所參考建議。

Cuteness products are incredibly appealing, bringing joy and positive emotions. This trend has led businesses to incorporate cute, personified elements into their brands for profit. Research categorizes cuteness into two types: kindchenschema, which features infant-like traits that evoke warmth and protection, and whimsical cuteness, which adds fun and humor. This study explores how these types of cuteness, combined with personification, affect consumers' perceived restoration and their impulse buying behavior, also examining self-control as a moderating factor.

Using theories of perceived restoration, self-control, and impulse buying, the study employs an experimental approach. A pilot experiment establishes the stimuli, followed by experiments with two groups to test hypotheses, focusing on kindchenschema and whimsical cuteness.

The results indicate that:

(1)Both types of cuteness enhance perceived restoration.
(2)Whimsical cuteness has a stronger impact on perceived restoration than kindchenschema.
(3)Higher perceived restoration leads to increased impulse buying.
(4)Both cuteness types significantly boost perceived restoration and impulse buying.
(5)Self-control significantly moderates perceived restoration for both types of cuteness.

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