文献类型：期刊文献

中文题名：拟人化对革新型创新产品消费意愿的影响研究——认知需求的调节作用

英文题名：Influence of Personification on Consumes' Purchase Intention to Innovative Products——The Moderating Effect of Cognitive Demand

作者：董伶俐[1];马来坤[2]

第一作者：董伶俐

机构：[1]河南财经政法大学工商管理学院;[2]上海财经大学国际工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2018

卷号：0

期号：8

起止页码：59-68

中文期刊名：商业经济与管理

外文期刊名：Journal of Business Economics

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；CSSCI:【CSSCI2017_2018】；

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)

语种：中文

中文关键词：拟人化;革新型创新产品;购买意愿;认知需求

外文关键词：personification;innovative products;purchase intention;cognitive demand

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.