摘要
在人际交往中,面孔是形成第一印象的直接来源。拟人化研究认为,产品有自己的面孔,并会直接影响消费者的认知和判断。但已有研究暂时缺少对愚钝这一重要面孔类型的关注。在人们的印象中,愚钝这一属性往往与消极感知和行为相关。但实际上,产品的愚钝面孔也会产生积极效应。基于权力社会距离理论,从产品的拟人化面孔出发,探讨了产品愚钝面孔对消费者可爱感知和爱护倾向的影响,并引入消费者赋权这一调节变量对边界进行探讨。首先运用访谈和文献分析界定愚钝面孔,并设计实验刺激物材料,随后进行4项实验收集数据并分析。采用Spss26.0进行方差分析,检验产品愚钝面孔对消费者爱护倾向的影响;运用Process插件和bootstrap方法检验可爱感知的中介作用以及消费者赋权的调节作用。实验1a验证了产品愚钝面孔对消费者爱护倾向的积极影响,产品面孔愚钝程度越高,消费者使用产品时的爱护倾向越高;实验1b通过对比产品愚钝面孔和可爱面孔,强化了研究结论。实验2验证了可爱感知在产品愚钝面孔和消费者爱护倾向之间的中介作用。实验3验证了消费者赋权的调节作用。具体而言,强赋权削弱了产品愚钝面孔对可爱感知的影响,从而降低消费者的爱护倾向,而弱赋权增强了产品愚钝面孔对可爱感知的影响,从而提高消费者的爱护倾向。在理论上,系统地探讨了产品愚钝面孔的内部机制和外部特征,证明了产品愚钝面孔对消费者感知和行为的积极影响,为产品拟人化领域的研究提供新的视角,拓展了愚钝属性在营销领域的应用范围。在实践上,对企业的产品拟人化面孔设计和赋权情境设计具有重要借鉴意义。
In interpersonal communication,facial appearance is a direct source of first impressions.Existing research on anthropomorphism has pointed out that products also have their own“faces”that directly impact consumers′perceptions and judgments.Nevertheless,there is a lack of academic focus on the“facial silliness”of a product.In common stereotypical views,silliness is often associated with negative perceptions and behaviors.However,this research focused on the positive effects of product with facial silliness.Based on the power social distance theory,this research investigates the influence of products′“facial silliness”on consumers′perceived cuteness and their cherishing tendency from the perspective of anthropomorphic faces in products,while examining the moderating effect of consumer empowerment.To this end,this research first conducted interviews and literature analysis to define the“facial silliness”of products,and designed experimental stimuli.Subsequently,four experiments were conducted to collect and analyze data.Spss 26.0 was employed to perform ANOVA to examine the impact of product with facial silliness on consumers′cherishing tendency.Process plug-in and bootstrap analysis were used to test the mediating role of perceived cuteness and the moderating effect of consumer empowerment.Experiment 1a confirmed the positive effect of product with facial silliness on consumers′cherishing tendency.The findings indicated that as the level of facial silliness increases,consumers′cherishing tendency towards the product also raise.Experiment 1b further validated these results by comparing silly faces and cute faces of products.The results of Experiment 2showed that perceived cuteness mediated the relationship between product with facial silliness and consumers′cherishing tendency.The results of Experiment 3 proved that consumer empowerment moderated the relationship between product with facial silliness and perceived cuteness.Specifically,under high levels of consumer empowerment,the influence of product with facial silliness on perceived cuteness was weakened,thereby reducing consumers′cherishing tendency.Conversely,under low levels of consumer empowerment,this effect strengthens,increasing consumers′cherishing tendency.Theoretically,this research systematically investigated the external characteristics and internal mechanisms of product with facial silliness,demonstrating its positive impact on consumer perception and behavior.By providing empirical evidence for the influence of product with facial silliness,this research offered a new perspective in the field of product anthropomorphism,expanding the potential applications of“silliness”attributes in the realm of marketing.Practically,the findings of this research provided valuable insights for companies in the design of anthropomorphic product faces and the implementation of consumer empowerment scenarios.
作者
谢志鹏
王静远
秦环宇
汪涛
XIE Zhipeng;WANG Jingyuan;QIN Huanyu;WANG Tao(School of Economics and Business Administration,Central China Normal University,Wuhan 430079,China;School of Management,University of Science and Technology of China,Hefei 230026,China;Economics and Management School,Wuhan University,Wuhan 430072,China)
出处
《管理科学》
CSSCI
北大核心
2024年第2期113-125,共13页
Journal of Management Science
基金
国家自然科学基金(71702189,72172107)。
关键词
拟人化
产品愚钝面孔
可爱感知
消费者赋权
爱护倾向
anthropomorphism
product with facial silliness
perceived cuteness
consumer empowerment
cherishing tendency