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| Influence of Personification on Consumes’ Purchase Intention to Innovative Products——The Moderating Effect of Cognitive Demand |
| DONG Lingli1,MA Laikun2 |
1. School of Management, Henan University of Economics and Law
2. School of International Business Administration, Shanghai University of Finance and Economics
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Abstract In this paper the authors designed two experiments to study the impact of personification on consumers’ purchase intention to innovative products, and further verify the mediating effects of the consumers’ perceived risk, as well as consumers’ awareness needs. The results showed that: compared with non-anthropomorphic advertising, personification advertising could reduce consumers’ perceived risk, and then improve consumers’ purchase intention. The consumers’ cognitive demand had mediating effects during the process of personification influencing consumers’ purchase intention. Compared with individuals of a low cognitive demand, individuals of a high cognitive demand exhibited a lower degree of anthropomorphic recognition, thereby weakening the impact of anthropomorphic on the consumers’ purchase intention to innovative products. Thus, for the innovative product, companies can use the appropriate means or anthropomorphic marketing, and try to identify the different needs of consumers, guiding the enterprises to different marketing methods.
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Received: 09 August 2017
Published: 15 August 2018
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Corresponding Authors:
DONG Lingli
E-mail: dllzero@126.com
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2018, Vol. 38 
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