This study investigates the impact of Information Push Notifications (IPNs) on consumer sentiment, cognitive appraisals, and behavioral outcomes in the Chinese e-commerce market using the Affect-as-Information Theory (AIT). A mixed-method approach was adopted, combining PLS-SEM, unobserved heterogeneity analysis (FIMIX-PLS and PLS-POS), and fsQCA, with data analyzed using Python 3.11.4 and SmartPLS 4.1. The findings reveal that perceived usefulness, ease of use, and information targeting significantly influence emotional responses (pleasure, fear of missing out) and cognitive appraisals (trust, perceived information burden), which mediate purchase intentions and behaviors. Practical contributions include strategies for optimizing notification design to enhance engagement. The study offers theoretical suggestions into AIT's application in e-commerce, demonstrating equifinality and heterogeneity in consumer decision-making. This research contributes originality by integrating advanced analytical tools to explore complex causal mechanisms.