摘要
I
摘要
根据相关统计数据显示，到2017年6月份，我国网民规模超过了 7.1 亿人，大部
分网民使用手机上网，甚至将其作为主要的上网终端。在互联网结构当中，大部分社交
网站的发展速度不断加快，而移动商务类应用当中的软件，购物类上升最快。同时，在
全部的消费过程中，品牌营销也是其中的重要组成部分。面对大量的网络影响，如何确
定品牌营销方式来获得消费者关注，保持自身市场竞争优势呢？在改革过程中，首先需
要充分发挥互联网自媒体的重要作用，并打造自身品牌，提升消费者的认知。现阶段的
微博平台影响力较大的“故宫淘宝”“海尔”等品牌能够在众多品牌当中吸引消费者
的关注根本原因在于品牌营销的重要作用。“他”们幽默风趣，引起了粉丝的高度关注，
粉丝们也愿意去关注他们, 与品牌进行互动，并在无形之中成了消费者。而品牌采取从
“它”至“他”的转变，改变了消费者对品牌的看法。而研究学者们将这种营销模式称
作“拟人化营销”。这种新型的营销模式扩大了消费者规模，也为企业创造了更大的经
济效益
近几年，随着网络应用范围不断扩大，成本的下降，以及移动互联网的全面化，冲
击了传统的营销模式。据统计显示，手机上网各类app中购物类的使用占比上升最快，
这也给商品的营销方式带来新的转变，面对大量的网络影响，如何确定品牌营销方式来
获得消费者关注，保持自身市场竞争优势呢？拟人化的营销方式应运而生。纵观拟人化
营销的研究，成熟的理论体系尚未形成。已有的拟人化相关研究从外观入手，对于拟人
化营销方式给消费者购买意愿带来的影响，对于拟人化营销的使用界限鲜有研究。本文
依托品牌关系理论，研究分析了拟人化营销与消费者购买意愿之间的关联性，并对这一
问题做了深入研究。本文共进行了 3 个实验，包括消费者的情感态度、情绪、以及品
牌态度等几个要素之间的关联，分析的消费者品牌态度，主要以李克特的态度量表为主，
包括三个组成部分，高兴与不高兴、喜欢与不喜欢、正向与负向。同时也需要调查者做
出正确评估。实验一主要分析了这种沟通方式与消费者品牌态度关联性。研究过程中，
采用的拟人化沟通，主要分析了与产品不存在任何管理的信息来做具体分析，确定了拟
人化营销的重要作用，实验二主要是为了分析调节定向与这种沟通方式的影响。确定了
试验设计的几个变量，并分析拟人化沟通方式与消费者购买意愿之间的关联，得出两个
研究结论：
（1）拟人化沟通就消费者调节定向差异来看，品牌态度差异明显
在建立了启动定向机制的背景下，就品牌态度这一点来看，拟人化超出了非拟人化
水平。而建立了预防定向机制的条件下，则相反；
（2）产品类型对拟人化营销对消费者品牌态度的影响具有调节作用。对于这种沟
通方式与消费者的促进作用来看，享乐品远远超出了实用型产品
第一，在打造企业品牌过程中拟人化沟通有利于推动消费者的消费，且品牌的“不
相关信息”是这种沟通方式的主要特征
摘要
I
I
第二，拟人化营销与消费者购买意愿两者呈现正相关关系
通过研究验证了两个假设，反映了拟人化沟通有利于推动消费者的消费。但不同的
调节定向的消费者和不同的产品类型都对拟人化与消费者购买意愿有着调节作用
关键词：拟人化沟通；品牌认知；调节定向；产品类型
Abstract
III
Abstract
According to the statistical data, by June 2017, China's Internet users have more than 710
million people, most of the Internet users use their mobile phones to access the Internet, and
even use it as the main Internet terminal. In the Internet structure, the development speed of
most social networking sites is accelerating, and the software and shopping categories of
mobile commerce applications are rising the fastest. At the same time, brand marketing is also
an important part of the whole consumption process. In the face of a large number of network
impacts, how to identify brand marketing methods to get consumers' attention and maintain
their own market competitive advantages In the process of reform, we need to give full play
to the important role of the Internet from the media, and create our own brand to enhance
consumer awareness. At the present stage, the micro-blog platform, the the Imperial Palace
Taobao and Haier, which can attract consumers in many brands, is the fundamental reason
for the important role of brand marketing. He is humorous and interesting, causing great
attention to fans, and fans are willing to pay attention to them, interact with the brand, and
become consumers in the invisible. The change of brand from it to he has changed the
consumer's view of brand. Scholars have called this marketing mode personification
marketing. This new marketing mode has expanded the scale of consumers, and has also
created greater economic benefits for enterprises.
In recent years, with the continuous expansion of the scope of network applications, the drop
in costs, and the comprehensive mobile Internet, the traditional marketing mode has been
impacted. According to the statistics, the use of shopping classes in all kinds of APP on the
Internet has the fastest increase. This also brings new changes to the marketing mode of the
goods. Facing a large number of network effects, how to determine the brand marketing way
to gain the consumer's attention and maintain the competitive advantage of its own market
The anthropomorphic marketing method came into being. Throughout the study of
personification marketing, the mature theoretical system has not yet formed. The existing
anthropomorphic related research begins with the appearance of the appearance of the
anthropomorphic marketing, and has little research on the use limit of personified marketing.
Based on brand relationship theory, this paper studies and analyzes the relationship between
personification marketing and consumer purchase intention, and makes an in-depth study of
this problem. In this paper, 3 experiments were carried out, including the relationship between
consumers' emotional attitude, emotion, and brand attitude. The analysis of consumer brand
attitude was mainly based on Lee Kate's attitude scale, including three components, happy
and unhappy, like and dislike, positive and negative. At the same time, it is necessary for the
investigators to make a correct assessment. Experiment 1 mainly analyzed the relationship
between this communication mode and consumer brand attitude. In the course of the study,
the anthropomorphic communication adopted mainly analyzed the information that did not
exist any management of the product to make a specific analysis, and determined the
important role of humanized marketing. Experiment two was mainly to analyze the influence。。。。。。