品牌拟人化类型与消费者孤独感及其交互效应对品牌钟爱的影响

The Influence of Brand Anthropomorphism Types, Consumer Loneliness and Their Interaction Effect on Brand Love

摘要: 消费者将某一客体进行拟人化的倾向是与生俱来的，孤独的人不仅可以与人建立社交联系，也可以和非人类的对象(如拟人化品牌)建立类人的联系，以此弥补自己匮乏的社交关系。本研究发现：相比于非拟人化品牌，消费者对拟人化品牌具有更高的品牌钟爱，孤独感显著增强了消费者对拟人化品牌的钟爱程度。高孤独感的消费者更钟爱热情型拟人化品牌，低孤独感消费者更钟情于能力型拟人化品牌。孤独感激发个体与拟人化品牌产生类社会互动，进而使消费者拟人化品牌更加钟爱。本研究丰富了孤独感和品牌拟人化的文献内容，为孤独经济蓬勃发展下的新消费需求提出营销策略与建议。

Abstract: Consumers’ tendency to personify an object is innate. Lonely people can not only establish social contact with people, but also establish anthropomorphic contact with non-human objects (such as anthropomorphic brands) to make up for their lack of social relations. This study found that compared with non-anthropomorphic brands, consumers have higher brand love for anthropomorphic brands, and loneliness significantly enhances consumers’ love for anthropomorphic brands. Consumers with high loneliness prefer enthusiastic personification brands, while consumers with low loneliness prefer ability personification brands. Loneliness stimulates individuals to interact with anthropomorphic brands in a quasi-social way, which in turn makes consumers more fond of anthropomorphic brands. This study enriches the literature content of loneliness and brand personification, and puts forward marketing strategies and suggestions for the new consumption demand under the booming lonely economy.