仆人还是伙伴:拟人化沟通对消费者价值共创意愿的影响  

Servant or Partner:The Impact of Anthropomorphic Communication on Consumers’Willingness to Create Value

作　　者：崔登峰[1] 李敏锐 CUI Deng-feng;LI Min-rui(School of Economics and Management,Shihezi University,Shihezi 832003,Xinjiang,China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832003

出　　处：《石河子大学学报（哲学社会科学版）》2023年第2期75-83,共9页Journal of Shihezi University(Philosophy and Social Sciences)

基　　金：国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(71832015)。

摘　　要：拟人化沟通是品牌建立和加强与消费者纽带的有效方式,已有研究对应当采取何种类型的拟人化沟通没有定论且研究不足。该文提出“仆人”和“伙伴”这两种拟人化沟通方式,并引入品牌价值观一致性这一中介,基于产品类型差异来探究不同拟人化沟通方式对消费者价值共创意愿的影响。研究发现,拟人化沟通比非拟人化沟通更能提升消费者的价值共创意愿;拟人化沟通(仆人型vs伙伴型)与产品类型(实用品vs享乐品)交互影响消费者的价值共创意愿;品牌价值观一致性在拟人化沟通方式与产品类型对消费者价值共创意愿的交互影响中起中介作用。Anthropomorphic communication is an effective way for brands to establish and strengthen ties with consumers,but there is no conclusive assumption and insufficient research on what type of anthropomorphic communication should be adopted so far.In this study we put forward two anthropomorphic communication methods——“servant”and“partner”,and innovatively introduce the intermediary of brand value consistency to explore the impact of different anthropomorphic communication methods on consumer value co-creation willingness based on product type differences.We found that personified communication can enhance consumers’value and creativity more than impersonal communication,humanistic communication(servant vs partner)and product type(utility vs pleasure)interact to influence the value and creative desire of consumers,and the consistency of brand values mediates the influence of personified communication methods and product types on consumers’willingness to co-create value.The research results could enrich the research in the field of personified communication,and also provide management inspiration for brand to develop accurate and effective communication strategies.

关 键 词：拟人化沟通 价值共创意愿 品牌价值观一致性 

分 类 号：F274[经济管理—企业管理]