摘要
将拟人化角色(如动漫角色和虚拟偶像)作为品牌代言人是广告界常见的营销手段,但较少有学者关注消费者拟人化感知对代言人说服效果的影响.以往的研究将拟人化感知分为系统式与启发式两种类型:系统式的拟人化是将拟人化对象视为可以产生社会互动的个体,而启发式的拟人化则是一种自动触发的隐式效应.基于拟人化感知的两种类型,本研究以不同类型(真人/拟人化)的广告代言人为对象,考察消费者拟人化倾向对不同类型代言人说服效果的影响.实验数据表明,在个体拟人化倾向的调节下,消费者对代言人的类社会互动感知和积极情绪会同时影响广告的说服效果.低拟人化倾向的被试对真人代言人的类社会互动感知显著高于拟人化代言人;高拟人化倾向的被试对拟人化代言人的积极情绪显著高于真人代言人.研究结果不仅补充了现有的拟人化营销研究,还有助于企业针对消费者倾向选择合适的拟人化营销策略.
Using anthropomorphic characters(such as anime characters and virtual idols)as spokespersons is a common strategy in the advertising industry.Still,few scholars pay attention to the impact of consumers'anthropomorphic perceptions on the persuasiveness of spokespersons.Previous researches divided anthropomorphic perceptions into two types:systematic and heuristic.Systematic anthropomorphism is to treat anthropomorphic objects as an individual entity that can generate social interactions,while heuristic anthropomorphism is an implicit effect.Based on these two types of anthropomorphism,this study takes different types of spokespersons(anthropomorphized/real people)as the stimuli to verify the impact of consumer anthropomorphic tendency on the persuasiveness of different spokespersons.Experimental data show that under the moderation effeet of individual anthropomorphic tendencies,consumers'perceptions of the parasocial interaction and positive emotions of the spokes-persons have a simultaneous impact on the spokespersons'persuasiveness.Participants with low anthropomorphic tendencies have significantly higher perceptions of parasocial interactions with real people than anthropomorphized spokespersons;participants with high anthropomorphic tendencies have significantly higher positive emotions for anthropomorphized spokespersons than humans.The rescarch results complement the existing anthropomorphism marketing rescarch and could help companies choose appropriate anthropomorphic strategies for consumer preferences.
作者
冯源
姜凌
李雁晨
Feng Yuan;Jiang Ling;Li Yanchen(School of Management,Zhongkai University of Agriculture and Engineering;School of Business,Macao University of Science and Technology,China)
出处
《营销科学学报》
2021年第2期114-133,共20页
Journal of Marketing Science
基金
澳门特别行政区政府高等教育基金
作者简介
冯源,仲恺农业工程学院管理学院/仲恺农业品牌创新研究院讲师,管理学博士,E-mail:vcve@163.com;通信作者:姜凌,中国澳门科技大学商学院管理学系副教授,博士生导师,E-mail:lijiang@must.edu.mo;李雁晨,中国澳门科技大学商学院管理学系助理教授,博士生导师,E-mail:ycli@must.edu.mo。
