An experimental study on influence of brand anthropomorphism on consumers'purchase intention
Based on the dimension of brand anthropomorphic clues,this study explores the impact mechanism of brand an-thropomorphism on consumerss'purchase intention through three experiments.Research has found that brand anthropomor-phism 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 an-thropomorphic cues on consumers'purchase intention.Consumers with higher levels of cognitive demand exhbit stronger in-tention 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.
国家科技期刊平台
NSTL
万方数据
