现有研究主要关注拟人化设计在购前阶段对购买意愿的积极作用,但能够提升购买意愿的营销策略未必有利于促进产品的使用,拟人化设计在购后阶段的效果即会导致多用还是少用尚未明确。本研究通过一项实地实验和两项情境实验,探究不同的产品类型(享乐品vs.实用品)和是否进行了拟人化设计(拟人化vs.非拟人化)对购后使用量的交互作用及其内在机制。研究发现:(1)对于享乐品,相较于非拟人化设计,在拟人化设计的条件下产品的购后使用量更多;对于实用品,相较于拟人化设计,在非拟人化设计的条件下产品的购后使用量更多;(2)对于享乐品,心理距离正向影响使用量,并在拟人化设计对产品购后使用量的影响中起中介作用;对于实用品,心理距离负向影响使用量,并在拟人化设计对产品购后使用量的影响中起中介作用。基于以上结果,本研究拓展了拟人化和购后消费行为相关研究,同时为企业针对不同的产品类型进行拟人化策略的运用提供了参考。
拟人化导致多用还是少用?——拟人化设计和产品类型对购后使用量的交互作用研究
摘要
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引用本文
杜建刚, 朱丽雅, 宋捷. 拟人化导致多用还是少用?——拟人化设计和产品类型对购后使用量的交互作用研究[J]. 外国经济与管理, 2022, 44(12): 120-135.
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