Research On The Effect Of Anthropomorphic Communication On Marketing Effect

With the further development of reform and opening up,commercial activities in China’s market economy have achieved unprecedented development in recent decades.At the same time,with the increasing commercial competition,the marketing concept in the market is constantly updated.Especially with the development of the Internet,more and more enterprises attach importance to the consumer as the center,through a variety of humanized and personalized means to improve consumer satisfaction and shopping intention,among which anthropomorphic marketing is often used in these marketing activities.Throughout the consumer market,"three squirrels","xiao Ming students","zhang junya","jiang xiaobai" daily everywhere visible brand,they draw the outline of a lively image for consumers,in the market to win a large number of consumers love.Anthropomorphism is an inherent human tendency and has received a great deal of attention from scholars.Existing researches have discussed the personification of product image,brand image,money,green product,pro-social behavior,old goods and other objects.At the same time,most existing researches on anthropomorphic communication focus on consumers’ brand attitude and purchase intention,and pay less attention to the impact of anthropomorphic communication on consumers’ forwarding intention.With the development of the Internet,consumers’ word of mouth is related to the development of enterprises,and consumers’ word of mouth is often reflected as forwarding intention in the network.So,does this kind of personified communication affect consumers’ forwarding intention and brand evaluation? If the answer is yes,what is the direction of influence? And what are the underlying mechanisms of this effect and the boundary conditions? After sorting out relevant literature on anthropomorphic marketing,this paper proposed the research model of this paper based on previous studies,and verified the influence of different brand communication on marketing effect through experimental design,questionnaire issuance,data collection and data analysis.To be specific,the hypothesis in the model is tested through a pretest and three formal experiments before and after this paper.The pretest tested different experimental materials and screened out those that met the experimental standards.Three formal experimental results show that compared with using an anthropomorphic communication,adopts anthropomorphic brand communication can enhance consumers’ willingness to forward,raising consumer evaluation(experiment),this is because compared with the normal brand communication,brand communication of anthropomorphic make people feel more unique,and having a unique style,there are more interesting perception,and according to consumer impression management motive,consumers tend to share interesting information in order to enhance the image of yourself in others heart,forward and consumers have a strong will.In addition,compared with normal communication,personified brand communication can make consumers feel closer,reduce the defense mechanism of the brand,thus shorten the social distance with consumers,and increase consumers’ trust and brand evaluation(experiment 2).However,this effect only occurs in consumers with high anthropomorphic tendency.For consumers with low anthropomorphic tendency,there is no significant difference in brand evaluation and forwarding intention between anthropomorphic communication and non-anthropomorphic communication(experiment 3).Finally,according to the conclusions of this paper,it provides marketing advice and Suggestions for enterprises and marketing personnel,and provides theoretical guidance for enterprises in marketing activities,so as to improve the marketing performance of enterprises.At the same time,the limitations of this study and the future research direction are summarized.