谈论还是发帖？口碑形式对产品拟人化的影响及其顺流效应

Talk or Post—The Impact of Word-of-mouth Modality on Product Anthropomorphism and its Downstream Effect

中文关键词:  产品拟人化  口碑  谈论  发帖  自我—他人关注度  人际亲密度  顺流效应

英文关键词:product anthropomorphism  word-of-mouth (WOM)  talk  post  self-others regarding  interpersonal closeness  downstream effect

中文摘要:

      拟人化营销是企业赋予品牌个性、增加消费者喜爱度和提高营销沟通效率的有效途径,而产品拟人化信息不仅会出现在企业的产品设计或营销沟通中,还会出现在消费者之间的口碑传播中。运用实验研究方法,对口碑中产品拟人化出现的前因与后果进行了实证检验,结果发现:相比于与他人谈论产品,人们在发帖时对产品进行拟人化的倾向更高；自我—他人关注度在口碑形式(谈论vs.发帖)与产品拟人化倾向之间具有中介作用；在发帖口碑中,自我提升动机会增加产品拟人化倾向,但该效应并不会在谈论口碑中出现。此外,当口碑分享者与受众的人际亲密度较低时,相比于包含推荐信息的口碑,包含拟人化描述的口碑对受众的影响更积极。基于上述研究结果,企业应当鼓励消费者在网络平台分享拟人化口碑,利用拟人化口碑在真实性感知方面的优势,产生积极的口碑说服效果,从而实现更好的销售业绩。

英文摘要:

      Anthropomorphism marketing is an effective way for enterprises to establish brand personality, increase consumer preference and improve marketing communication efficiency. Product anthropomorphism information will appear not only in product design or marketing communication but also in word-of-mouth (WOM) communication among consumers. With the use of experimental research method, this paper makes an empirical test to explore the antecedents and consequences of product anthropomorphism tendency in WOM. This research finds that consumers exhibit greater inclination to product anthropomorphism in post WOM than in talk WOM. Self-others regarding plays a mediating role in the relationship between WOM (talk vs. post) and product anthropomorphism. In post WOM, self-enhancement motivation increases the inclination of product anthropomorphism, but such effect may not exist in talk WOM. In addition, when the interpersonal closeness is low between WOM sharers and audiences, the WOM with anthropomorphized product descriptions would have a more positive impact on audiences than the WOM with recommendation information. Based on the above research results, the enterprises should encourage consumers to share anthropomorphized WOM on the Internet platforms, and make use of the advantages of anthropomorphized WOM in authentic perception to produce the positive effect of WOM persuasion so as to achieve better sales performance. 