Research On The Influence Of Brand Personification On The Purchase Intention Of Different Generations Of Consumers

In the age of Internet,consumers have more convenient access to information.The way of information dissemination and communication is being broken and rebuilt.The traditional marketing means are increasingly at a disadvantage in the wave of consumption upgrading.However,there are always some brands that can stand out with the help of Internet technology in the fierce competition and rapidly changing market environment.For example,GuGong Taobao quickly became popular in the young consumer market;JiangXiaoBai,who built himself into a melancholy literary and art youth,ranked the top in just a few years;Three squirrels became the leader in the nut retail industry in less than three years.The research found that these brands are no longer cold objects,but indirectly promote products while chatting with consumers on social platforms such as post bar and Web.This new marketing model has created greater economic benefits for enterprises,Researchers call this phenomenon“brand personification”.So why is this kind of product popular in the market?Why do people prefer anthropomorphic products or brands?This kind of marketing mode is still a relatively new research topic in the academic circle.At present,there are few literatures about the influence of brand personification on consumers'attitude and its mechanism,few researches from the perspective of consumers'psychological mechanism,and the definition of brand personification is not uniform.In addition,the Internet aborigines,mainly the post-90s and post-95s,are gradually growing into the mainstream of new business.Their consumption demands keep pace with the times,their tastes and hobbies keep up with the trend.They pay more attention to the artistic and emotional experience of products.The rapid rise of anthropomorphic marketing model is likely to be related to the intergenerational transformation of consumers.In this study,psychological distance is included in the research system of brand personification and its effect,and the mechanism model of brand personification on consumers'purchase intention is established.On the basis of the same model mechanism,two groups of new generation consumers and non new generation consumers are studied.In this study,SPSS 21.0 and structural equation(SEM)are used to demonstrate the relationship between variables.The value and innovation of this project are as follows:1.This study puts psychological distance into the research framework of the relationship between brand personification and consumers' purchase intention.The purpose is to help enterprises to understand consumers more deeply,establish brand personality according to their characteristics and preferences,formulate anthropomorphic marketing strategies,improve consumers'favorable attitude towards enterprises or brands,and promote the development of enterprises.2.Second,from the perspective of intergenerational differences of consumers,this study explores the perception of different generations of consumers on the degree of product personification,which helps enterprises to accurately grasp the direction of brand marketing investment,formulate differentiated marketing strategies,seize new opportunities for brand development,and obtain more innovation highlights and competitive advantages.The results are as follows:1.Brand personification includes two dimensions:impression clues and interaction clues.No matter for new generation consumers or non new generation consumers,brand personification can pull in the psychological distance between brand and consumers,and the promotion effect of interaction clues on psychological distance is higher than impression clues.2.For the new generation group,the influence of brand personification on purchase intention is dual path.On the one hand,interactive clues directly affect purchase intention;on the other hand,brand personification indirectly promotes purchase intention through psychological distance.That is to say,psychological distance plays an intermediary role in the influence of brand personification on the purchase intention of new generation consumers.3.For non new generation consumers,brand personification can not directly affect the purchase intention,but must affect the purchase intention through psychological distance.That is to say,psychological distance plays a completely intermediary role in the influence of brand personification on the purchase intention of non new generation consumers.4.Whether for the new generation of consumers or non new generation of consumers,perceived fluency plays a significant role in the influence of brand personification on psychological distance.And the effect of perceptual fluency on "interactive cue psychological distance" is significantly higher than that on "impression cue psychological distance".Finally,according to the research results and the actual situation,this paper puts forward targeted marketing strategies.