Research On The Influence Mechanism Of Enterprise Anthropomorphic Propagation On Customer Citizenship Behavior In Access-based Consumption Situation

With the economic development,the new consumption pattern of access-based consumption has gradually gained popularity.Access-based consumption refers to transactions that are regulated by the market but do not transfer ownership,such as the rise of Airbnb and shared bicycles.In this mode of consumption,consumers no longer own goods but use goods for a short period of time,and there is no clear responsibility for goods.Due to the lack of responsibility,consumers’ uncivilized use of products has gradually increased,such as uncivilized use of non-customer citizenship behaviors such as shared bicycles,and customer citizenship behavior is crucial for companies in the acquisition-oriented consumption model.At the same time,the way in which corporate anthropomorphic marketing is presented more in front of consumers,such as the marketing strategies of three squirrels and other brands are deeply rooted in the hearts of the people.Then,when a product or service appears in front of a consumer in the form of anthropomorphic publicity,will the behavior of the consumer be different and whether it can trigger more customer citizenship behavior.Therefore,this paper mainly studies the influence of corporate anthropomorphic propaganda on customer citizenship behavior.At the same time,it introduces cognitive variables,psychological ownership and active personality and other related variables to deeply explore the generation mechanism of customer citizenship behavior.After reviewing the relevant literatures on access-based consumption,anthropomorphism,emotional empathy,cognitive needs,psychological ownership,active personality and customer citizenship behavior,this paper further explores these six based on existing research conclusions and theories.The relationship between variables and the construction of a theoretical model.This study designed anthropomorphic experimental group and non-personalized control group,and distributed two sets of questionnaires for data collection by questionnaire survey.Descriptive analysis,T test,correlation analysis and regression analysis were performed on 144 valid data by SPSS software.Data analysis is used to test the theoretical model.Based on the results of data analysis,this paper draws the following conclusions:Anthropomorphic publicity significantly positively affects the generation of consumer citizenship behaviors.Compared with the non-personification group,the anthropomorphic group produces more customer citizenship behaviors;emotional empathy It plays a full intermediary role between anthropomorphization and customer citizenship behavior.Anthropomorphic propaganda further induces customer citizenship behavior through the emotional empathy generated by consumers;active personality has a positive adjustment effect on the relationship between anthropomorphization and customer citizenship behavior.For the subjects with higher personality level,the customers in the anthropomorphic group had more customer citizenship behaviors;the cognitive needs had a positive adjustment effect on the relationship between anthropomorphic and emotional empathy,and the subjects with high cognitive needs were tested.In the anthropomorphic group,the emotional empathy of the anthropomorphic group was significantly higher than that of the non-personalized group.For the subjects with low cognitive needs,there was no significant difference in the emotional empathy between the non-personalized group and the anthropomorphic group.The conclusions drawn from this study not only supplement the main research results of the existing literature,but also have important significance for the practice of corporate anthropomorphic propaganda.