卖家对二手产品的拟人化描述对质量感知和交易意愿的影响  

The Influences of Used Product Anthropomorphic Description on Perceived Product Quality and Transaction Willingness

作　　者：赵婧迪 陈荣[1] Zhao Jingdi;Chen Rong(School of Economics and Management,Tsinghua University)

机构地区：[1]清华大学经济管理学院

出　　处：《营销科学学报》2025年第1期43-60,共18页Journal of Marketing Science

基　　金：国家自然科学基金项目(编号:72172072)的资助。

摘　　要：本研究探索了卖家使用拟人化的方式描述二手产品对买家判断产品质量的影响机制。三项实验结果表明,卖家对二手产品的拟人化描述能够显著提升买家感知到的二手产品质量,其中,买家感知到二手产品被卖家更好地照顾发挥中介作用。此外,研究结果表明在二手产品被描述为情感性用途时,非拟人化描述相对于拟人化描述会降低质量感知;被描述为工具性用途时,是否拟人化描述没有显著差别。卖家将二手产品拟人化描述为伙伴关系相对于主仆关系会促使买家对二手产品做出更加有利的推断,进而提升交易意愿。本研究就拟人化修辞对提升消费者产品认知和推断的理论作用机制进行了丰富,对提高个性化营销沟通的有效性并促成二手交易具有重要的实践借鉴价值。This research explores the mechanism by which sellers'use of anthropomorphism to describe used products influences buyers'judgments of product quality.The results of three studies show that sellers'anthropomorphic descriptions of used products can significantly improve buyers'perceived quality of used products,and this effect is mediated by buyers'perception that used products are better cared for by the seller.The results also show that when used products are described as emotional use,non-anthropomorphic description will reduce the quality perception than anthropomorphic description.When described as instrumental,there was no significant difference.And sellers'anthropomorphic descriptions of used products as a partnership rather than a servant will encourage buyers to make more favorable inferences about used products and increase transaction willingness.This research enriches the theoretical mechanism of anthropomorphic rhetoric on improving consumer product cognition and inference,and has important practical value for improving the effectiveness of personalized marketing communications and promoting second-hand transactions.

关 键 词：二手产品 拟人化描述 感知产品被卖家照顾 感知产品质量 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济] F724.6