The Influence Of Social Exclusion On Pur Chase Intention Of Personified Brands

In real life,being rejected by others is an inevitable social experien ce,so how do consumers cope with rejection or neglect? With the progress of science and technology and the change of people's consumption concept,consumer goods refer to not only the products used,but also related to people's status and various needs,and consumers are willing to pay for the added value of products.At the same time,social situation and consumers' own characteristics are the important motivation to trigger consumption.Therefore,based on different psychological needs,this paper focuses on the different choices and decision-making reactions of consumers when facing different anthropomorphic products in the context of social exclusion.With the need for belonging and uniqueness as mediating variables and the sense of power as moderating variables,this paper constructs a research model of social exclusion on the purchase intention of anthropomorphic brands,so as to better guide consumers to interact with anthropomorphic brands.On the basis of demand-threat model,compensatory consumption theory and power motion-common orientation model,spss24.0 software is used for statistical analysis.The results show that :(1)anthropomorph ic products have a self-compensation effect.After experiencing social exclusion,consumers will increase their purchase intention to anthropom orphic products with enthusiasm and energy.(2)Social exclusion poses a threat to consumers' psychological needs and stimulates their needs for belonging and uniqueness,thus enhancing their purchase intention to anthropomorphic brands.However,the specific mechanisms of the two are different.(3)Senseof power negatively moderates the impact of social exclusion on belongingness needs,and positively moderates the impact of socialexclusion on uniqueness needs.Power negatively moderates the mediating role of belonging need between social exclusio n and anthropomorphic brand purchase intention,and positively moderat es the mediating role of uniqueness need between social exclusion and a nthropomorphic brand purchase intention.Finally,based on the research results,the following management suggestions are proposed :(1)enterprises should strengthen marketing activities of anthropomorphic products in places prone to social exclusio n.(2)Enterprises should pay attention to the social psychological state of target consumers.(3)Extend social exclusion to the situation of servic e failure to better guide enterprises to timelyservice remedy.(4)attach i mportance to the expression of symbolic meaning of anthropomorphicpr oducts.