品牌拟人化对消费者购买意愿的影响研究--基于心理距离和信息处理流畅性双重视角  

Influence of Brand Anthropomorphism on Consumers'Purchase Intention:Based on Dual Perspectives of Psychological Distance and Information Processing Fluency

作　　者：乔均[1] 史慧慧 QIAO Jun;SHI Huihui(School of Marketing and Logistics Management,Nanjing University of Finance&Economics,Nanjing 210023,China)

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023

出　　处：《南京财经大学学报》2020年第5期48-55,共8页Journal of Nanjing University of Finance and Economics

基　　金：国家社会科学基金项目“互联网金融品牌强度测定及效率提升研究”(15BJY116)。

摘　　要：选择休闲食品行业将品牌拟人化进行解构,通过印象型线索和交互型线索维度,探讨其对消费者购买意愿的影响,同时引入心理距离和信息处理流畅性解释作用机制,考察消费者自我建构类型在其中的调节作用。实证研究表明:品牌拟人化印象型线索和交互型线索均能对消费者购买意愿产生影响,且交互型线索的影响更大;心理距离和信息处理流畅性在品牌拟人化对消费者购买意愿的影响中都起到了部分中介作用;消费者自我建构类型能够调节品牌拟人化交互型线索对消费者购买意愿的影响效应,互依型自我建构的消费者相比独立型自我建构的消费者对交互型线索的拟人化品牌有更强的购买意愿;而对于印象型线索的拟人化品牌,不同建构类型消费者的购买意愿却没有显著差异。The leisure food industry is selected to deconstruct the personified brand.Through the dimensions of impressionistic cues and interactive cues,the influence of personified brand on consumers'purchase intention is discussed.Meanwhile,the mechanism of psychological distance and information processing smoothness is introduced to investigate the regulating effect of consumers'self-constructed type.The empirical research shows that both brand anthropomorphic impression cues and interactive cues can influence consumers'purchase intention,and interactive cues have a greater influence.Psychological distance and smoothness of information processing play a part of mediating role in the influence of brand personification on consumers'purchase intention.The type of consumer self-construction can regulate the influence of brand anthropomorphic interactive cues on consumers'purchase intention,and consumers with interdependent self-construction have a higher purchase intention than those with independent self-construction.However,there is no significant difference in the purchase intention of consumers with different construction types for the anthropomorphic brands with impression cues.

关 键 词：品牌拟人化 购买意愿 心理距离 信息处理流畅性 

分 类 号：F27[经济管理—企业管理]