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论文编号：	12384
作者编号：	2120192866
上传时间：	2021/6/10 10:25:57
中文题目：	品牌拟人化对品牌依恋的影响研究
英文题目：	Research on the Impact of Brand Anthropomorphism on Brand Attachment
指导老师：	许晖
中文关键字：	品牌拟人化，品牌依恋，心理距离，产品涉入度
英文关键字：	Brand Anthropomorphism，Brand Attachment，Psychological distance，Product Involvement
中文摘要：	社交媒体的兴起改变了消费者角色，为消费者和品牌创造了更多互动交流的机会，二者之间的关系也从单向沟通向双向交流转变，联系更加紧密。品牌拟人化逐渐成为品牌在社会化媒体平台频繁使用的营销手段之一，以此拉近品牌与消费者之间的距离。在营销学领域，拟人化研究也成为研究热点之一。 现有拟人化研究较多聚焦于消费者拟人倾向和拟人化某个侧面的作用，例如拟人化类型、拟人化沟通方式等，将品牌拟人化的外观与内在视为整体对其进行探究的还较少，因此本研究目的是：基于品牌拟人化整合视角提出品牌拟人化对品牌依恋的作用机制模型，丰富品牌拟人化的研究视角。 本文采用定量分析方法，通过问卷调研和实证分析检验了品牌拟人化对品牌依恋的作用机制模型，并以三只松鼠为品牌拟人化典型案例进行案例研究得出以下结果：（1）品牌拟人化程度越高，越能够提高消费者对品牌依恋的程度；（2）品牌拟人化程度越高，越能够拉近消费者与品牌的心理距离；（3）心理距离的中介作用：品牌拟人化能够通过拉近消费者心理距离来进一步提升消费者品牌依恋程度；（4）产品渉入度低时，品牌拟人化对心理距离的正向影响会增强，反之亦然；（5）品牌拟人化由拟人形象、角色个性、角色故事、拟人沟通、品牌活动、信息共享等六个细化要素组成。 本文基于整合视角探讨品牌拟人化对品牌依恋的影响，丰富了品牌拟人化的研究视角，并拓展了品牌依恋影响因素的相关研究。本文在研究结论的基础上从实施立体拟人化、重视拟人化沟通、明确拟人化边界三个方面对企业提出营销建议。最后本文对研究中存在的局限和未来研究方向进行梳理，希望对品牌拟人化相关研究有所帮助。
英文摘要：	The rise of social media has changed the role of consumers, created more opportunities for consumers and brands to interact with each other. The relationship between them has also changed from one-way communication to two-way communication, and the relationship between them is more closely connected. The Brand anthropomorphism has gradually become one of the marketing means frequently used by brands in social media platform, so as to close the distance between brands and consumers. In the field of marketing, research about brand anthropomorphism has become one of the hot spots. The existing anthropomorphism research focuses on the role of consumer anthropomorphism and personification, such as anthropomorphism type, anthropomorphism communication mode, etc. it is still less to explore the appearance and internal of brand personification as a whole. Therefore, the purpose of this study is to put forward the mechanism model of brand anthropomorphism on brand attachment from the perspective of brand anthropomorphism integration, and enrich the research perspective of brand anthropomorphism. This paper uses quantitative analysis method, through questionnaire and empirical analysis to test the mechanism model of brand anthropomorphism on brand attachment. The results are as follows: (1) the higher the degree of brand anthropomorphism, the more consumers' brand attachment; (2) the higher the degree of brand anthropomorphism, the closer the psychological distance between consumers and brands; (3) The mediating role of psychological distance: brand anthropomorphism can further enhance the degree of brand attachment by narrowing the psychological distance of consumers. (4) When product involvement is low, the positive effect of brand anthropomorphism on psychological distance will be weakened, and vice versa. This paper discusses the influence of brand anthropomorphism on brand attachment from the perspective of integration, and introduces psychological distance as intermediary variable, product involvement as adjustment variable, enriches the research perspective of brand anthropomorphism, and expands the related research on the influencing factors of brand attachment. Based on the research conclusion, this paper puts forward marketing suggestions for enterprises from three aspects: implementing stereoscopic anthropomorphism, attaching importance to personification communication and defining brand anthropomorphism boundary. Finally, this paper combs the limitations and future research directions in the research, hoping to help the research on brand anthropomorphism. Key Words：Brand Anthropomorphism；Brand Attachment；Psychological distance；Product Involvement.
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