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论文编号：	12407
作者编号：	2120192830
上传时间：	2021/6/10 15:28:11
中文题目：	拟人化的产品会多用一点吗？拟人化和产品类型的交互作用对购后产品使用量的影响研究
英文题目：	Will anthropomorphic product be used more often? The research on the influence of interaction between anthropomorphism and product type on post-purchase product usage
指导老师：	杜建刚
中文关键字：	拟人化；功能品；享乐品；购后使用
英文关键字：	Anthropomorphic; utilitarian product; hedonic product; post-purchase usage
中文摘要：	目前拟人化已经被很多企业纳入产品或品牌的营销策略中，而拟人化与产 品类型之间的匹配会对购后产品使用量产生重要影响，本研究通过 2（拟人化水 平：拟人化 vs.非拟人化）× ×2（产品类型：享乐品 vs.功能品）的实验，分析了 不同拟人化水平下，消费者对功能品和享乐品的购后产品使用量，并且区分了不 同调节定向 促进定向 vs.防御定向 的消费者在不同拟人化水平下对功能品和 享乐品的购后产品使用量。 研究结果表明：相较于享乐品，功能品在非拟人化设计下使用量显著大于拟 人化设计下的使用量；相较于功能品，享乐品在拟人化设计下的使用量显著大 于 非拟人化设计下的使用量。另外，消费者的调节定向对这一交互作用产生调节作 用，即 当消费者时促进导向时，享乐品在拟人化和非拟人化时的使用量没有显著 差异，而功能品在非拟人化的使用量显著大于在拟人化时的使用量；当消费者是 防御导向时，功能品在拟人化和非拟人化时的使用量没有显著差异，而享乐品在 拟人化时的使用量显著大于在非拟人化时的使用量。
英文摘要：	At present, anthropomorphism has been used in the marketing strategies of products or brands by many enterprises, and the matching between anthropomorphism and product type will have an important impact on the post-purchase product usage. This study was conducted through 2 (anthropomorphic level: anthropomorphic vs. Non-anthropomorphic) ××2 (product type: hedonic vs. utilitarian) experiment to analyze consumers' post-purchase product usage of utilitarian and hedonic products under different anthropomorphic levels, and to distinguish consumers with different adjustment promotion-oriented vs. prevention-oriented post-purchase product usage of utilitarian and hedonic products under different personification levels. The results show that the usage of utilitarian products under non-anthropomorphic design is significantly higher than that under anthropomorphic design, compared with that under hedonic design. Compared with utilitarian products, the usage of hedonic products under anthropomorphic design was significantly higher than that under non-anthropomorphic design. In addition, the consumer orientation of regulation has a regulatory effect on this interaction. When the consumer is promotion-oriented, the consumption of hedonic products in anthropomorphic and non-anthropomorphic design is not significantly different, while the use of utilitarian products in non- anthropomorphic design is significantly greater than that in anthropomorphic design; when consumer is prevention-oriented, the use of utilitarian products in personification and non-personification is not significant There was no significant difference, but the consumption of hedonic products was significantly higher than that of non-anthropomorphic products.
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