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 brand anthropomorphism on consumers'purchase intention
胡银花 1郭雨彤 1曾福娇1
作者信息
- 1. 南昌工程学院工商管理学院,江西南昌 330099
- 折叠
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.
Abstract
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.
关键词
拟人化线索/品牌喜爱/认知需求水平/购买意愿Key words
anthropomorphic clues/brand love/cognitive demand level/purchase intention引用本文复制引用
出版年
2024
国家科技期刊平台
NSTL
万方数据