A Study On The Persuasion Effect Of Anthropomorphic Of Social Norms In Service Scenes

In recent years,China’s service industry has developed rapidly,and the phenomenon of improper customer behavior in service consumption is common.Social norm sign can arouse customers’ awareness of social prevention and affect customers’ social norm behavior.It is a common measure to prevent and control customers’ improper behavior in service enterprises.Social norm signs can be seen everywhere,but their expressions are different.Anthropomorphic expressions frequently appear in sight.Compared with non-anthropomorphic signs,how does anthropomorphic social norm signs affect customer behavior?What is the psychological mechanism behind it?Does the effect vary depending on the level of customer loneliness and the severity of customer misconduct?Previous scholars have not given an answer.Based on the theory of psychological resistance,this paper discusses the influence of anthropomorphic of social norms on customer behavior persuasion effect,as well as its intermediary mechanism and boundary conditions.In this study,scenario simulation experiment was adopted.Experiment 1 discussed the direct effect and intermediary mechanism of the influence of social norm sign anthropomorphic on persuasion effect.Experiment 2 discussed the moderating effect of customer loneliness level on the effect of social norm sign anthropomorphic on persuasion effect.Experiment 3 discussed the moderating effect of the severity of customer misconduct between the anthropomorphic of social norms and the effect of persuasion.The results show that anthropomorphic of social norms can produce better persuasion effect than non-anthropomorphic,but in the case of high severity customer misconduct,non-anthropomorphic of social norms can produce better persuasion effect than anthropomorphic.The mediating effect of psychological resistance is significant.The level of customer loneliness in the social norms sign anthropomorphic,psychological resistance,persuasion effect between the moderating effect.This research conclusion not only has important theoretical significance for deepening and expanding the structural system and applicable boundary of social norm identification theory,but also has important practical significance for guiding enterprises to design more effective social norm identification in service scenes to guide customers to abide by social norm.