Research On The Influence Of Anthropomorphic Communication On Consumer Value Co-Creation Intention

In the era of social media empowerment,value co creation has become an important way for enterprises to enhance brand equity.How to effectively enhance consumers’ value and creative aspirations has become the focus of many enterprise marketing strategies.With the rapid development of mobile Internet and the popularity of smart phones,the high frequency utilization rate of social media(such as Weibo,Tiktok,etc.)provides an opportunity for enterprises and consumers to effectively establish brand relations.Through continuous interaction,both enterprises and customers can not only improve the experience value of consumers,but also help enterprises collect more suggestions for improving products or services,and promote the value of both sides.In the process of interaction between the two parties,what interaction methods can be used to stimulate consumers to create greater value? Previous research has shown that personified communication can effectively promote deeper interaction between consumers and enterprises,and guide consumers and brands to jointly create value.The internal reason for this is that companies using personified communication can break the norm,eliminate consumer psychological defenses,narrow the distance between consumers and the brand,and encourage consumers to actively establish relationships with the brand.Personification has been widely used in practice,but in the academic field,its theoretical research still has shortcomings: on the one hand,a large number of studies only focus on the external image of the brand or product,and lack of research from the social attributes of personification.As a bridge between the brand and consumers,personification communication can not only enhance brand value,but also meet the needs of consumers,Therefore,it is necessary to conduct research from the perspective of personified communication;On the other hand,there are differences among individuals in human groups,with different personality characteristics,and naturally there is a preference for differentiated communication methods.Therefore,how brands should cater to consumers’ preferences and choose a more acceptable communication method for communication with consumers is worth further exploring.Currently,this study has certain research value,both theoretically and practically.This study uses experimental methods to verify hypotheses.Study 1 aims to verify the positive effect of personified communication on consumers’ willingness to create value together;The second study explored the interaction between anthropomorphic communication types and product types through 2 * 2inter group experiments;Based on study 2,study 3 replaced experimental stimuli,verified the mediating effect of brand value consistency,and validated hypothesis 2 again.The experimental data were empirically analyzed using spss 25.0.The research results show that:(1)Personification communication can more enhance the value and creative aspirations of consumers than impersonation communication.(2)Humanistic communication(servant vs.partner)and product types(utility vs.pleasure)interact to influence consumers’ value and creative aspirations.(3)Brand value consistency mediates the impact of personified communication styles and product types on consumers’ willingness to co create value.This study starts from the social attributes of personification and proposes two types of personification communication methods,"servant" and "partner",based on previous research.It innovatively introduces the intermediary of brand value consistency to explore the impact of different personification communication methods on consumer value co creation willingness based on product type differences.The research results enrich the research in the field of anthropomorphic communication,and also provide management insights for brand owners to develop precise and effective communication strategies.