品牌拟人化对感知风险的影响研究--基于自我控制视角

发布时间：2018-06-26 12:31

本文选题：拟人化 + 风险感知　；参考：基于自我控制视角

【摘要】：随着互联网环境和技术的发展,越来越多的企业通过线上拟人化沟通来进一步深化品牌的拟人化过程,让消费者把品牌当作同类—"人",而不是一个商业组织去看待。品牌拟人化作为新兴的营销课题,较少有学者从消费者感知风险进行研究。本文的研究目的在于解决一个基本问题,不同的消费者类型是否会影响消费者对于风险的感知?本文从自我控制视角解决上述问题,通过二手数据的搜集和一组实验,发现自我控制水平高的消费者,品牌拟人化能降低其感知风险,而自我控制水平低的消费者,品牌拟人化会提高其感知风险。不同自我控制水平的消费者对拟人化品牌的风险感知存在差异,希望给通过品牌拟人化提升品牌价值的企业提供参考。
[Abstract]:With the development of Internet environment and technology, more and more enterprises deepen the personification process of brand through online personification communication, and let consumers regard brand as a kind of "person" rather than a commercial organization. As a new marketing topic, personification of brand is seldom studied from consumer perceived risk. The purpose of this paper is to solve a basic problem, whether different types of consumers will affect consumers' perception of risk? This paper solves the above problems from the perspective of self-control. Through the collection of second-hand data and a group of experiments, it is found that consumers with high level of self-control can reduce the perceived risk of brand personalization, while consumers with low level of self-control can reduce the perceived risk. Personalization of the brand will increase its perceived risk. Consumers with different levels of self-control have different perceptions of risk to personified brands, hoping to provide reference for enterprises that promote brand value through brand personalization.
【作者单位】：南昌大学科学技术学院;
【基金】：2014年江西省高校人文社会科学青年基金项目“江西傩文化旅游产品开发研究”(项目编号GL1403)
【分类号】：F713.55

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