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摘要
I
摘要
随着关系营销的发展，企业在建立消费者与品牌间的情感关系上投入了大量精力
已有研究证明品牌拟人化能够有效促进消费者形成品牌依恋，但是较少有学者从拟人化
沟通的角度研究拟人化，并且拟人化沟通的方式多种多样。目前市场上已广泛使用各种
类型的拟人化沟通方式，但却很少有学者将拟人化沟通方式进行归类并深入研究。由此
可见，这一领域的研究仍处于摸索和尝试阶段。本文基于拟人化方面的文献分析，另辟
蹊径，将拟人化沟通方式进行归类，通过实验设计的方法设计问卷并收集数据，运用
SPSS等数据软件分析数据，研究拟人化沟通方式对消费者品牌依恋的影响，希望能够
丰富拟人化沟通和品牌依恋方面的研究，为企业的营销实践提供管理意义
本文借鉴刻板印象内容模型，将拟人化沟通方式分为温情型和能力型两种，并基于
依恋理论将消费者分为专注型依恋风格和安全型依恋风格两种类型，研究不同依恋风格
的消费者与不同类型的拟人化沟通方式对消费者品牌依恋的交互作用。结果发现专注型
（vs安全型）依恋风格的消费者面对温情型（vs能力型）拟人化沟通品牌时更容易产生
品牌依恋，安全型（vs专注型）依恋风格的消费者面对能力型（vs温情型）拟人化沟通
品牌时更容易产生品牌依恋。研究还引入了品牌角色变量，进一步指出了上述效应的边
界条件，通过消费者需求理论探讨拟人化沟通品牌、依恋风格、品牌角色之间的三阶交
互作用。结果表明上述效应只存在于伙伴情境下，即当品牌角色为伙伴时，专注型（vs
安全型）依恋风格的消费者面对温情型（vs能力型）拟人化沟通品牌更容易产生品牌依
恋，安全型（vs专注型）依恋风格的消费者面对能力型（vs温情型）拟人化沟通品牌更
容易产生品牌依恋；而当品牌角色为仆人时，无论消费者是何种依恋风格，消费者都更
倾向于购买能力型的拟人化沟通品牌
本文通过刻板印象内容模型，丰富了拟人化沟通的研究广度，同时推进了拟人化沟
通与消费者依恋风格、品牌角色之间的研究进展，为企业根据不同特质的消费者设计不
同类型的拟人化沟通品牌、创建不同的品牌角色提供了相应的营销启示
关键词：拟人化沟通；品牌依恋；依恋风格；品牌角色；刻板印象内容模型
Abstract
II
Abstract
With the development of relationship marketing, enterprises have invested a lot of energy
in establishing the emotional relationship between consumers and brands. Previous studies have
proved that brand anthropomorphism can effectively promote the formation of consumer brand
attachment, but few scholars study brand anthropomorphism from the perspective of
anthropomorphic communication. There are many kinds of anthropomorphic communication
methods, and now, many kinds of anthropomorphic communication methods have been widely
used in the market, but few scholars have classified it and studied anthropomorphic
communication methods. Therefore, the research in this field is still in the exploratory and
experimental stage. Based on the literature analysis of brand anthropomorphism, this paper
classifies anthropomorphic communication methods, designs questionnaire and collects data by
experiment, analyzes data by SPSS and studies the influence of anthropomorphic
communication methods on consumer brand attachment, hoping to enrich the the research of
anthropomorphic communication and brand attachment, which can in turn to provide some
practical references for companies marketing strategies.
Based on the stereotype content model, this paper divides anthropomorphic
communication into two types: warm and competent. Based on attachment theory, consumers
are divided into two types: preoccupied attachment style and secure attachment style.
Furthermore, we explore the influence that the interaction between consumers with different
attachment styles and anthropomorphic communication brands with different styles on brand
attachment. The results show that the preoccupied (vs secure) attachment style of consumers in
the face of warm (vs competent) anthropomorphic communication is more likely to produce
brand attachment, secure (vs preoccupied) attachment style of consumers in the face of
competent (vs warm) anthropomorphic communication is more likely to produce brand
attachment. The study also introduces brand role variables, further points out the boundary
conditions of the above effects, and uses Maslow's hierarchy of needs to explore the third-order
interaction among anthropomorphic communication, attachment style and brand role.The result
shows that the above-mentioned effects only exist in the context of partnership, that is, when
the brand role is a partner, the preoccupied (vs secure) attachment style of consumers in the
face of warm (vs competent ) Anthropomorphic communication is more likely to produce brand
attachment, secure (vs preoccupied) attachment style of consumers in the face of competent (vs
warm) anthropomorphic communication is more likely to produce brand attachment. When the
brand role is servant, no matter what kind of attachment style the consumer is, the consumer is
more inclined to purchase the Anthropomorphic Communication brand with competent.
On the basis of stereotype content model, this paper enriches the research scope of
anthropomorphic communication, promotes the research progress of anthropomorphic
communication, consumer attachment style and brand role, and provides corresponding
marketing inspiration for enterprises to design different forms of anthropomorphic
communication and create different brand roles according to different types of consumers.
Abstract
III
Keywords: Anthropomorphic Communication; Brand Attachment; Attachment Style;
Brand Role; Stereotype Content Mode。