Research On The Influence Mechanism Of Anthropomorphic Communication And Product Type On Consumer Brand Attitude

It has been found that humans have a spontaneous anthropomorphic tendency,and the anthropomorphic tendency is an important means to help humans understand the world and predict the world.In marketing practice,companies often trigger consumers' anthropomorphic tendencies through the shape design of products or the image design of print ads,thus gaining additional attention.Anthropomorphic has formed a boom in corporate practice,but in the academic field,anthropomorphism is an emerging research field of marketing,still in its infancy.Throughout the existing literature,researchers generally verify the advantages of anthropomorphic marketing from the general concept of anthropomorphic marketing,or focus on anthropomorphic shape design and graphic design,without a social perspective of anthropomorphic marketing-anthropomorphic Communicate for research.At the same time,from the perspective of enterprise implementation,consumers do not always have a positive attitude towards anthropomorphic marketing methods.So,what is the new brand marketing method of anthropomorphic communication? What kind of application boundaries are there,both in theory and in practice.This study takes the perspective of anthropomorphic communication as the starting point,constructs a model based on social cognitive theory and information asymmetry theory,and discusses how the interaction between anthropomorphic communication methods and product types affects consumers' attitudes and in the process,and the role of mediating effect perceived risks play.Through in-depth interviews and experiments,this paper finds that product types are important influencing factors in the implementation process of anthropomorphic communication.Compared with entertainment products with non-personalized communication,functional products with anthropomorphic communication,entertainment products with anthropomorphic communication,functional products with non-personalized communication will enhance consumer brand attitude.At the same time,because there are different requirements for product information due to different types of products purchased,and the product information in anthropomorphic communication is relatively discrete,consumers will have different risk perceptions,which will play the role of intermediary and affect consumer brand attitude.This paper provides relevant management suggestions for verifying the model and combining the verification results,which has certain theoretical and practical significance.