拟人化与品牌认同对消费者购买意愿的影响

Brand anthropomorphism marketing strategies are increasingly prevalent, yet their effectiveness remains contentious, suggesting underexplored boundary conditions. It is meaningful to focus on how commodity type moderates the impact of anthropomorphism on consumer willingness to buy, grounded in self-brand congruence theory which posits consumers prefer brands congruent with their self-concepts. Through two experiments, the research examines the effects of impression-based and interaction-based anthropomorphic cues on consumer willingness to buy, while exploring the mediating roles of individual and social identification. The findings reveal that brand anthropomorphism positively influences consumer willingness to buy utilitarian commodities but negatively affects them for hedonic one. These contrasting effects are mediated by respective increases in individual versus social identification. Moreover, commodity type moderates whether anthropomorphism enhances individual or social brand identification. Theoretically, this study enriches the understanding of boundary conditions surrounding anthropomorphisms influence, with commodity type as a pivotal moderator. Pragmatically, the findings guide brands on judiciously leveraging anthropomorphic strategies across different commodity categories to optimize marketing effectiveness.