品牌拟人化对消费者购买意愿影响的实验研究  

An experimental study on influence of brandanthropomorphism on consumers’ purchase intention

作　　者：胡银花[1] 郭雨彤 曾福娇 HU Yinhua;GUO Yutong;ZENG Fujiao(School of Business Administration,Nanchang Institute of Technology,Nanchang 330099,China)

机构地区：[1]南昌工程学院工商管理学院,江西南昌330099

出　　处：《南昌工程学院学报》2024年第4期101-108,共8页Journal of Nanchang Institute of Technology

基　　金：江西省社会科学基金项目(19GL35);江西省高校人文社会科学研究项目(GL20120)。

摘　　要：基于品牌拟人化线索维度视角,通过三个实验探究品牌拟人化对消费者购买意愿的影响机制。研究发现:品牌拟人化能够明显提升消费者的购买意愿;品牌喜爱在品牌拟人化线索对消费者购买意愿的影响中发挥着中介作用;认知需求水平会影响品牌拟人化线索对消费者的购买意愿。高认知需求水平消费者对交互型线索的拟人化品牌购买意愿更强;而低认知需求水平消费者对印象型线索的拟人化品牌购买意愿更强。Based on the dimension of brand anthropomorphic clues,this study explores the impact mechanism of brand anthropomorphism on consumerss’purchase intention through three experiments.Research has found that brand anthropomorphism can significantly improve consumers’purchase intention;Brand love plays a mediating role in the influence of brand anthropomorphic cues on consumers’purchase intention;The level of cognitive demand regulates the impact of brand anthropomorphic cues on consumers’purchase intention.Consumers with higher levels of cognitive demand exhbit stronger intention to purchase anthropomorphic brands with interactive cues;the ones with lower levels of cognitive demand are more likely to purchase anthropomorphic brands with impression cues.

关 键 词：拟人化线索 品牌喜爱 认知需求水平 购买意愿 

分 类 号：F713[经济管理—产业经济]