摘要
文章采取两组实验设计,旨在研究拟人化对革新型创新产品消费意愿的影响,并进一步验证感知风险的中介效用以及消费者认知需求的调节作用。结果表明:相比非拟人化广告,在拟人化广告形式下,消费者对革新型产品的感知风险更低,购买意愿更高;且消费者的认知需求在拟人化对感知风险作用的过程中起到调节效应:相比低认知需求的个体,高认知需求的个体会表现出较低程度的拟人化认可,从而弱化拟人化对革新型创新产品购买意愿的积极影响。因此在革新型产品的市场推广中,企业可以适当运用拟人化营销或手段,并努力识别不同认知需求的消费者而进行差异性的拟人化营销。
In this paper the authors designed two experiments to study the impact of personification on consumers purchase intention to innovative products,and further verify the mediating effects of the consumers perceived risk,as well as consumers awareness needs.The results showed that:compared with non-anthropomorphic advertising,personification advertising could reduce consumers perceived risk,and then improve consumers purchase intention.The consumers cognitive demand had mediating effects during the process of personification influencing consumers purchase intention.Compared with individuals of a low cognitive demand,individuals of a high cognitive demand exhibited a lower degree of anthropomorphic recognition,thereby weakening the impact of anthropomorphic on the consumers purchase intention to innovative products.Thus,for the innovative product,companies can use the appropriate means or anthropomorphic marketing,and try to identify the different needs of consumers,guiding the enterprises to different marketing methods.
作者
董伶俐
马来坤
DONG Ling-li;MA Lai-kun(School of Management,Henan University of Economics and Law,Zhengzhou 450002,China;School of International Business Administration,Shanghai University of Finance and Economics,Shanghai 200433,China)
出处
《商业经济与管理》
CSSCI
北大核心
2018年第8期59-68,共10页
Journal of Business Economics
基金
国家自然科学基金青年项目"社会化媒体环境下品牌爱恋的生成:顾客间互动模式及其作用机理研究"(71602048)
关键词
拟人化
革新型创新产品
购买意愿
认知需求
personification
innovative products
purchase intention
cognitive demand
