Research On The Influence Of Anthropomorphic Design On The Consumers' Express Packaging Recycling Willingness

With the popularity of online shopping,great changes have taken place in consumer shopping methods,resulting in a large amount of express packaging garbage,which has caused serious environmental pollution and economic loss.This problem has attracted wide attention from the academic circle.However,the current researches on express packaging mostly focus on the factors affecting recycling,ignore the design of packaging itself to explore its influence on consumers' recycling behavior willingness.At the same time,anthropomorphism is a part of design,which has an increasingly prominent impact on consumer behavior.Then,what is the influence path of anthropomorphic design to consumer express packaging recycling behavior? The research on this issue is of great significance to promote consumers to take the initiative to recycle the express packaging.Built on the "A Three-Factor Theory of Anthropomorphism","The Theory of Psychological Ownership" and "The Theory of Perspective-Taking",this thesis established a psychological dynamic theoretical model about the effect of anthropomorphic design on consumers' express packaging recycling willingness.Taking anthropomorphic design as the independent variable,empathy as the mediating variable and consumer psychological ownership as the moderating variable,this thesis explores the influence mechanism of anthropomorphic design on consumers' recycling behavior willingness of express packaging.In this thesis,data were collected through the combination of scenario simulation and questionnaire survey.SPSS22.0 software was used to test the obtained data through variance analysis and regression analysis.The empirical results concluded that:(1)The anthropomorphic design positively affects consumers' willingness to recycle express packaging,and empathy acts as a mediating role between the two.(2)Compared with language anthropomorphism,shape anthropomorphism has a more obvious impact on consumers' willingness to recycle express packaging.(3)Psychological ownership has a significant positive moderating effect on the relationship between anthropomorphic design and empathy.Psychological ownership positively moderates the mediating effect between anthropomorphic design and packaging recycling willingness,and there is a moderated mediating effect,that is,the higher the psychological ownership of consumers,the stronger the mediating effect of empathy.Finally,according to the results of the empirical analysis,it summarizes some enlightenment for business,consumers and the government.Business can stimulate consumers' anthropomorphic perception by anthropomorphic design of products,so as to enhance consumers' behavioral willingness to recycle express packaging.Consumers can have more contact with anthropomorphic products and think about problems from their standpoint.Government departments should also do a good job in publicity and education and give policy support to relevant departments,in order to improve the situation of waste of resources and environmental pollution of express packaging.There are 14 figures,32 tables and 108 references in this thesis.