Research On The Influence Of Brand Personification On Customers' Willingness To Participate In Value Creation

With the rise of new media technology,the popularity of online personification in marketing has soared.Practice has proved that successful brand personification can enable enterprises to form unique competitive advantages and translate them into business value.Under the background of rapid information replacement,brand building has presented a new way,and brand value co-creation has begun to enter people's vision and become the focus of academic research.The brand should pay attention to the customer's perception and personalized needs,and bring the customer's participation into the creation of brand value.It can not only promote the brand image,increase the brand equity,but also cultivate the customer's goodwill towards the brand.The theory of service-oriented logic holds that the knowledge and skills of customers can be transformed into the value of enterprises.Customers are not only consumers of resources,but also important partners in value creation.Therefore,this paper studies the relationship between brand anthropomorphism and customers' willingness to participate in value co-creation by taking perceived value as an intermediary variable,explores the relationship between brand anthropomorphism and customers' willingness to participate in value co-creation,grasps the customer's perceived value through brand anthropomorphism,and improves customers' willingness to participate in value co-creation,so as to realize the transformation from customer value to brand value.This paper uses econometrics,marketing and management related theory and analysis method,the dimensions of brand personified,using empirical method to explore perceived value in the brand anthropomorphic and value creating intention of mechanism,the purpose is to enrich our brand anthropomorphic theory knowledge,the enterprise can through the impression clues and interaction of two level of anthropomorphic,brand shaping and spread,to gain higher create a willingness to participate in value management implications for brand personified management practices in China.This research is mainly divided into six parts: the first part is the introduction.Through the interpretation of previous relevant policies and literature review,the research background,research significance,research ideas and innovation points of this paper are expounded.The second part is the literature review.Firstly,the paper analyzes the quality and trend of brand personification and value co-creation intention in recent years by using visual measurement.Then,the paper reviews and reviews theliterature on brand personification,perceived value and customer's willingness to participate in value co-creation,and finds the relationship between brand personification,perceived value and customer's willingness to participate in value co-creation based on the existing literature.Part three: theoretical basis and research design.On the basis of s-o-r theory,social interaction theory and service-oriented logic theory,a research model was constructed and hypotheses were proposed through literature review.The fourth part is the questionnaire design and pre-survey,the definition and measurement of variables,the design of the questionnaire,before the formal survey to do a small sample of pre-survey to test the effectiveness of the questionnaire.The fifth part is the empirical results and analysis,through the questionnaire survey to collect data,the descriptive statistic analysis,normal inspection,reliability,and confirmatory factor,then the correlation analysis and regression analysis,concluded that the interaction type clues personification and impression type personification of value creating will have significant positive effects;Interactive cue anthropomorphism and impression cue anthropomorphism have significant positive effects on the functional value,affective value and social value of perceived value respectively.The functional value,emotional value and social value of perceived value have significant positive effects on the intention of value co-creation.Functional value,affective value and social value mediate in interactive cue anthropomorphism and value co-creation intention,while functional value,affective value and social value mediate in impression cue anthropomorphism and value co-creation intention.The sixth part is the conclusion and prospect.This paper expounds the research conclusion of this paper,puts forward the management enlightenment,points out the shortcomings of this study and points out the future research direction in the field of brand personification.The innovation of this paper is mainly reflected in the following two aspects:first,the innovation of the research perspective.Most of the existing researches focus on the influence of brand personification on brand loyalty and consumption behavior,while few researches focus on the influence of brand personification on the mechanism of customer's willingness to participate in value co-creation.Secondly,at present,most domestic researches focus on the influence of anthropomorphic and non-anthropomorphic on consumer behavior.Thirdly,the dimension division of brand anthropomorphic is mainly studied from the perspective of construction approach and social psychology.This article from the perspective of information flow to dimensions of brand personified,demonstrates the interaction of brand anthropomorphic cluesand impression of perceived value,customer relations create a willingness to participate in value,help enterprise can according to the actual situation to choose the more suitable for their anthropomorphic dimension of enterprise development,in order to improve the value creating,increasing brand loyalty.The second is the research content of the innovation,this article is based on the development of Internet technology in recent years,online anthropomorphic marketing began to become the means of innovative enterprise branding,brand anthropomorphic can be divided into interactive type clues personification and impression type personification,exploring how modern enterprise by anthropomorphic shape means to promote customers create a willingness to participate in value.Through literature review,the relationship between brand personification and perceived value was found,which was introduced into the mechanism of personification marketing to explore the intermediary role of perceived value in brand personification and customers' willingness to participate in value creation.