Influence Of Anthropomorphism On Perception Of Price Fairness And Purchase Intention

Anthropomorphism refers to endowing non-human things with human characteristics,making it have human-like personality,motivation,intention or emotion,and successfully perceived by consumers as " human ".The product anthropomorphism had got more and more favor of businessmen and enterprises since it was introduced in marketing filed.Some scholars also pointed out in the previous researches that the product anthropomorphism could shorten the psychological ―distance‖ between consumers and products,and form an emotional connection,in order to improve consumers’ attitude towards products and promote consumers’ purchase choices.However,in the previous researches,it only discussed and explored the influence of product anthropomorphized on consumers.In fact,the classification of product anthropomorphic is diverse.Do they all have an impact on consumers? Therefore,on the basic of previous researches,this study hopes to continue to deeply explore the impact of product anthropomorphism on perception of price fairness and purchase intention.In this study,college students were selected as participants,and there were two studies,study one included experiment 1 and experiment 2.In Experiment 1,the experimental design of 2(shape: anthropomorphic vs.non-personification)× 2(slogan: anthropomorphic vs.non-personification)between subjects was used,with a total of 342 participants.The influence of product shape and slogan on perception of price fairness and purchase intention was discussed,and the mediating effect of perception of price fairness between anthropomorphic and purchase intention was tested.In Experiment 2,still adopting 2(shape: anthropomorphic vs.non-personification)× 2(slogan: anthropomorphic vs.non-personification)between subjects experimental design,a total of 227 participants,further explored the difference in perception of price fairness.In study two,the consumer’s personal decision-making style was introduced as a moderator to explore the role of personal decision-making style in the face of different anthropomorphic products,and to test whether it also moderated the mediating effect of anthropomorphic influence on purchase intention through perception of price fairness.In study two,2(decision style: heuristic vs.analytical type)×2(product: anthropomorphic vs.non-personification)between subjects experimental design,the number of participants involved in the actual analysis was 142.The results of the study are as follows:1.In Experiment 1,in terms of perception of price fairness,the main effects and interaction of product shape and slogan are significant;in terms of purchase intention,the main effects of product shape and slogan are not significant,only interaction is significant.At the same time,anthropomorphism positively predicts purchase intention through perception of price fairness.2.In Experiment 2,when the cake product is used as the material,compared with the non-personalized product,the consumers give a product price difference of 26.30%,the high purchase intention is still guaranteed.3.In study two,the interaction between decision-making style and product is significant in the sense of perception of price fairness and purchase intention.Under the condition of heuristic decision-making and anthropomorphic product,consumers’ perception of price fairness and purchase intention are the highest.There are moderating mediating effects shown in the results that product anthropomorphism and decision-making style affect consumers’ purchase intention through the perception of price fairness.Specifically,when there is the heuristic decision-making style,anthropomorphism significantly predicts the consumer’s purchase intention through perception of price fairness;while there is analytical decision-making style,the effect of anthropomorphism on predicting purchase intention through perception of price fairness is not significant.Research conclusion:1.Anthropomorphism has different impacts on perception of price fairness and purchase intention,which embodies the higher perception of price fairness and purchase intention under the condition of double anthropomorphism.2.Perception of price fairness plays a mediating role between anthropomorphism and consumer purchase intention.3.Consumers’ decision-making style plays a moderator role in anthropomorphic perception of price fairness and purchase intention.At the same time,the mediating role of anthropomorphic influence on purchase intention through the perception of price fairness is also moderated by consumer decision-making style.