产品拟人化对消费者购买意愿的影响:独特性需要的调节效应

The Effect of Product Anthropomorphism on Consumers’ Purchase Intention: Consumer’s Need for Uniqueness as the Moderator

拟人化已经成为营销人员进行产品或品牌定位的一种常用策略,现有研究表明拟人化营销策略能够产生良好的消费者反馈,比如增加消费者对产品喜好、提高消费者的积极情绪以及让消费者产生良好的品牌个性归因。本研究用两个实验验证了产品拟人化对消费者购买意愿的影响及消费者独特性需要对主效应的调节效应。实验结果表明相比非拟人化产品,消费者对拟人化产品的购买意愿更强。然而对于独特性需要水平不同的消费者,产品拟人化对其购买意愿的增强效果是不同的。相比高独特性需要的消费者,产品拟人化对低独特性需要消费者的购买意愿的增强效果更显著。本研究认为主要原因是独特性需要越低的消费者的归属感需要越高,而拟人化的商品恰恰能满足低独特性需要消费者对于人际归属感的需要。

Anthropomorphism has become a common strategy of product or brand positioning using by marketers.Existing studies show that the anthropomorphic marketing strategy can produce good customer feedback,such as increasing consumer preferences for products,improve consumers^positive emotions and have positive attribution to brand personalities.The current study examined the effect of product anthropomorphic on consumer purchase intention and the moderating effect of consumer's need for uniqueness.Across two experiments,we show that,compared to non-anthropomorphic products,consumers have a stronger purchase intention to anthropomorphic products.Furthermore,consumers^need for uniqueness moderates the influence of product anthropomorphism.Compared to high need for uniqueness consumers,product anthropomorphism has a more obvious enhancement effect on low need for uniqueness consumers^purchase intention.The current study gives the main reason that low need for uniqueness consumers have high need for belonging,anthropomorphic products just can meet the needs of the low need for uniqueness consumers^need for interpersonal belonging.