Cai Jiajun, Yu Lixia
School of Art and Design, Shenzhen University, Shenzhen, China.
School of Economics and Management, Nanchang Institute of Science and Technology, Nanchang, China.
Front Psychol. 2022 Sep 27;13:999631. doi: 10.3389/fpsyg.2022.999631. eCollection 2022.
The correlation between empathy and customer responses may be a key to solve the problem of classical furniture advertising design. To explore the relationship between empathy and consumer purchasing response, this study proposes a model of dual path mechanism of empathy influencing consumer purchase intentions in classical furniture through advertising design related to furniture brand Tanjuyuan. The results not only prove the hypotheses, but also indicate that: (1) cultural empathy and empathy fusion have a more significant impact on consumers' purchase intention than practical empathy; (2) cultural empathy plays a dominant role in influencing consumers' purchase intention; (3) empathy fusion is a key mediator between cultural empathy and practical empathy in influencing consumers' purchase intention. These findings provide issues for subsequent research from various perspectives, such as enhancing the practical perceptions of consumers of classical furniture products, cultural value perceptions, and the interdisciplinary application of empathy.
共情与顾客反应之间的相关性可能是解决古典家具广告设计问题的关键。为了探究共情与消费者购买反应之间的关系，本研究提出了一个共情通过与家具品牌“檀居源”相关的广告设计影响古典家具消费者购买意愿的双路径机制模型。研究结果不仅验证了假设，还表明：（1）文化共情和共情融合对消费者购买意愿的影响比实用共情更为显著；（2）文化共情在影响消费者购买意愿方面起主导作用；（3）共情融合是文化共情和实用共情在影响消费者购买意愿过程中的关键中介变量。这些研究结果从多个角度为后续研究提供了问题，比如增强消费者对古典家具产品的实用感知、文化价值感知以及共情的跨学科应用等。
