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论文编号：	16156
作者编号：	2120243828
上传时间：	2026/6/10 2:09:54
中文题目：	品牌拟人化营销对Z世代消费者正面口碑传播意愿的影响研究——基于加工流畅性的中介作用
英文题目：	Research on The Impact of Brand Anthropomorphism Marketing on Gen Z Consumers’ Positive Word-of-Mouth Communication Intention ——The Mediating Role Based on Processing Fluency
指导老师：	许晖
中文关键字：	品牌拟人化、加工流畅性、正面口碑传播意愿、社交媒体使用强度
英文关键字：	Brand anthropomorphism；Processing fluency；Positive word-of-mouth intention；Social media usage intensity
中文摘要：	随着市场竞争的加剧，越来越多的企业尝试通过品牌拟人化营销构建差异化竞争优势。一方面，社交媒体平台的即时互动与高效传播功能为品牌拟人化营销策略的实施创造了新的机遇。另一方面，Z世代消费者的崛起与其消费需求的变化也对品牌拟人化提出了新的要求。现如今，品牌开始注重赋予拟人化形象鲜明的性格特色、丰富的情绪、认知经验以及道德品格等内在属性，全方位地塑造品牌形象。然而，现有研究对品牌拟人化的维度划分相对单一，从消费者感知视角测量品牌拟人化程度的研究较少，以及对其如何影响Z世代消费者正面口碑传播意愿的内在心理机制也探究不足。基于此，本研究重点探讨品牌拟人化感知的多维度构建，以及品牌拟人化对Z世代消费者正面口碑传播意愿的影响机制。 因此，本研究基于符号互动理论、心智感知理论、加工流畅性理论与无心灵道德理论，综合运用文献研究法、案例研究法与问卷调查法等展开研究。首先，通过对“蜜雪冰城的雪王”与“M&M’S的M豆”的案例深入剖析，归纳出品牌拟人化感知的四个核心维度，即外观感知、情绪感知、认知感知与道德感知，并分析品牌拟人化对知觉流畅性、概念流畅性与叙事流畅性这三种具有代表性的加工流畅性的影响。在此基础上，构建了本研究的理论模型并提出相应研究假设。随后，通过问卷调查收集499份有效样本数据，运用SPSS27.0与AMOS26.0进行实证检验。 研究结果表明：（1）品牌拟人化的外观感知、情绪感知、认知感知与道德感知四个维度均对Z世代消费者正面口碑传播意愿产生显著正向影响；（2）加工流畅性在品牌拟人化与正面口碑传播意愿之间发挥中介作用，其中在外观感知、道德感知维度上起部分中介作用，在情绪感知、认知感知维度上起完全中介作用；（3）社交媒体使用强度仅正向调节外观感知与加工流畅性之间的关系，对其他维度的调节作用不显著。本研究丰富了品牌拟人化的维度结构，揭示了品牌拟人化通过提升消费者加工流畅性进而激发口碑传播意愿的心理机制，并拓展了加工流畅性的类型划分，为企业在社交媒体时代面向Z世代消费者优化拟人化营销策略提供了理论指导与实践启示。
英文摘要：	With the intensification of market competition, an increasing number of enterprises are attempting to build differentiated competitive advantages through brand anthropomorphism marketing. On the one hand, the instant interactivity and efficient dissemination capabilities of social media platforms have created new opportunities for the implementation of brand anthropomorphism strategies. On the other hand, the rise of Generation Z consumers and the evolution of their consumption needs have also raised new requirements for brand anthropomorphism. Nowadays, brands have begun to focus on endowing their anthropomorphic images with distinctive personality traits, rich emotions, cognitive experiences, moral character, and other intrinsic attributes, thereby shaping a comprehensive brand image. However, existing research on brand anthropomorphism employs relatively simplistic dimensional divisions, with few studies measuring the degree of brand anthropomorphism from the consumer perception perspective, and insufficient exploration of the underlying psychological mechanisms through which it influences Generation Z consumers' willingness to engage in positive word-of-mouth. Based on this, this study focuses on the multi-dimensional construction of brand anthropomorphism perception and the influence mechanism of brand anthropomorphism on Generation Z consumers' positive word-of-mouth intention. Therefore, this study is grounded in symbolic interaction theory, mind perception theory, processing fluency theory, and mindless morality theory, comprehensively employing research methods such as literature review, case study, and questionnaire survey. First, through an in-depth analysis of two cases, “Mixue Ice Cream & Tea’s Snow King” and “M&M’S Characters”, this study summarizes four core dimensions of brand anthropomorphism perception: appearance perception, emotion perception, cognition perception, and morality perception. Further analyze three representative types of processing fluency: perceptual fluency, conceptual fluency, and narrative fluency for discussion. Based on this, a theoretical model is constructed, and corresponding research hypotheses are proposed. Subsequently, 499 valid sample data points were collected through a questionnaire survey, and empirical testing was conducted using SPSS 27.0 and AMOS 26.0. The research results indicate: (1) All four dimensions of brand anthropomorphism—appearance perception, emotion perception, cognition perception, and morality perception—have a significant positive impact on Generation Z consumers' positive word-of-mouth intention; (2) Processing fluency plays a mediating role between brand anthropomorphism and positive word-of-mouth intention, serving as a partial mediator in the dimensions of appearance perception and morality perception, and a full mediator in the dimensions of emotion perception and cognition perception; (3) Social media usage intensity only positively moderates the relationship between appearance perception and processing fluency, with no significant moderating effect on the other dimensions. This study enriches the dimensional structure of brand anthropomorphism, reveals the psychological mechanism through which brand anthropomorphism enhances consumers' processing fluency to stimulate word-of-mouth intention, and expands the categorization of processing fluency types, providing theoretical guidance and practical insights for enterprises to optimize anthropomorphism marketing strategies targeting Generation Z consumers in the social media era.
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