The Influence Of Anthropomorphic Marketing On The Purchase Intention Of Consumers

According to the statistical data,by June 2017,China's Internet users have more than 710 million people,most of the Internet users use their mobile phones to access the Internet,and even use it as the main Internet terminal.In the Internet structure,the development speed of most social networking sites is accelerating,and the software and shopping categories of mobile commerce applications are rising the fastest.At the same time,brand marketing is also an important part of the whole consumption process.In the face of a large number of network impacts,how to identify brand marketing methods to get consumers' attention and maintain their own market competitive advantages? In the process of reform,we need to give full play to the important role of the Internet from the media,and create our own brand to enhance consumer awareness.At the present stage,the micro-blog platform,"the the Imperial Palace Taobao" and "Haier",which can attract consumers in many brands,is the fundamental reason for the important role of brand marketing."He" is humorous and interesting,causing great attention to fans,and fans are willing to pay attention to them,interact with the brand,and become consumers in the invisible.The change of brand from "it" to "he" has changed the consumer's view of brand.Scholars have called this marketing mode "personification marketing".This new marketing mode has expanded the scale of consumers,and has also created greater economic benefits for enterprises.In recent years,with the continuous expansion of the scope of network applications,the drop in costs,and the comprehensive mobile Internet,the traditional marketing mode has been impacted.According to the statistics,the use of shopping classes in all kinds of APP on the Internet has the fastest increase.This also brings new changes to the marketing mode of the goods.Facing a large number of network effects,how to determine the brand marketing way to gain the consumer's attention and maintain the competitive advantage of its own market? The anthropomorphic marketing method came into being.Throughout the study of personification marketing,the mature theoretical system has not yet formed.The existing anthropomorphic related research begins with the appearance of the appearance of the anthropomorphic marketing,and has little research on the use limit of personified marketing.Based on brand relationship theory,this paper studies and analyzes the relationship between personification marketing and consumer purchase intention,and makes an in-depth study of this problem.In this paper,3 experiments were carried out,including the relationship between consumers' emotional attitude,emotion,and brand attitude.The analysis of consumer brand attitude was mainly based on Lee Kate's attitude scale,including three components,happy and unhappy,like and dislike,positive and negative.At the same time,it is necessary for the investigators to make a correct assessment.Experiment 1 mainly analyzed the relationship between this communication mode and consumer brand attitude.In the course of the study,the anthropomorphic communication adopted mainly analyzed the information that did not exist any management of the product to make a specific analysis,and determined the important role of humanized marketing.Experiment two was mainly to analyze the influence of adjustment and orientation and the way of communication.Several variables of the test design were identified,and the relationship between personification communication mode and consumers' purchase intention was analyzed.Two conclusions were drawn:(1)the brand adopts the anthropomorphic marketing mode to communicate with consumers,and the "irrelevant information" of the brand is an important feature of anthropomorphic communication.(2)compared with non-anthropomorphic communication,consumers are more inclined to anthropomorphic communication methods.(3)anthropomorphic communication has significant differences in brand perception among consumers with different orientations.The brand recognition of personified communication is higher than the brand of non-anthropomorphic communication under the condition of starting promotion orientation.Intend to;Under the condition of starting prevention orientation,the brand recognition of anthropomorphic communication is lower than that of non-anthropomorphic communication.Brand will.(4)anthropomorphic communication is applied to different types of products,and consumers' brand cognition is significantly different.Anthropomorphic communication can be favored by consumers for hedonic products,but for practical products,this effect is not obvious.