Tong Zelin, Li Tingting, Feng Jingdan, Zhang Qin
Management School, Hainan University, Haikou, China.
Business School, Central South University, Changsha, China.
Front Psychol. 2020 Oct 2;11:568595. doi: 10.3389/fpsyg.2020.568595. eCollection 2020.
This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers' willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a product, anthropomorphic strategies containing images of eyes lead to more positive purchase intention for green products than those without images of eyes. Simultaneously, these green purchase intentions are mediated through the variable of green trust regardless of whether the anthropomorphic strategies feature eyes. Beyond this, the discussed effects are moderated when anthropomorphic strategies featuring different facial expressions are used. The findings of this study provide useful suggestions for green brand marketing strategies and management practices that use anthropomorphism.
本研究采用实验比较的方法，分析使用有眼睛图像（与无眼睛图像相比）的拟人化策略对消费者购买绿色产品意愿的影响及其作用机制。研究发现，关于产品的拟人化特征，包含眼睛图像的拟人化策略比不包含眼睛图像的策略能带来更积极的绿色产品购买意愿。同时，无论拟人化策略是否有眼睛特征，这些绿色购买意愿都通过绿色信任这一变量来介导。除此之外，当使用具有不同面部表情的拟人化策略时，上述影响会受到调节。本研究的结果为使用拟人化的绿色品牌营销策略和管理实践提供了有益的建议。
