哪类“人设”更受青睐——智能语音沟通方式对于消费者品牌依恋的影响  

What Kind of Persona is Preferred:The Effect of Intelligent Voice Communication Modes on Consumers'Brand Attachment

作　　者：戚海峰[1] 于辉 费鸿萍[1] Qi Haifeng;Yu Hui;Fei Hongping(School of Business,East China University of Science&Technology)

机构地区：[1]华东理工大学商学院

出　　处：《营销科学学报》2023年第4期22-40,共19页Journal of Marketing Science

摘　　要：随着智能产品的普及,越来越多的消费者能够享受到个性化、多样化的产品体验。本研究围绕智能产品的拟人化,探讨了不同类型的智能语音沟通方式对消费者品牌依恋的影响。本研究基于定性访谈获得了两类沟通方式,通过两个实验证明伙伴型沟通方式能够比仆人型沟通方式更有效地激发消费者品牌依恋,其中,消费者与智能产品之间的准社会互动解释了以上效应内在的作用机制。此外,品牌自身的个性起到了调节作用。基于以上结论,本研究提出了相关的管理建议。With the popularity of intelligent products,more and more consumers can have personalized and diversified product experiences.Focusing on the anthropomorphism of intelligent products,this paper discusses the influences of different modes of intelligent voice communication on consumers'brand attachment.Based on the communication modes obtained from qualitative interviews,two experiments are designed and show that partner communication mode can stimulate consumers'brand attachment more significantly than servant communication mode can,and the para-social interaction between consumers and intelligent products explains its internal mechanism.In addition,brand personality plays a moderating role.According to the above conclusions,the research provides relevant management suggestions.

关 键 词：智能语音沟通 拟人化营销 消费者品牌依恋 准社会互动 品牌个性 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]