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- 2018
拟人化营销对消费者购买行为的影响研究
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Abstract:
随着移动互联网进程加速、社会化媒体发展、自媒体平台蓬勃，拟人化营销越来越受企业主青睐，它使品牌被消费者感知为人，从而建立起与消费者之间的情感联系。尤其是在当下，消费者注意力被争夺的时代，更加强调个人的主体性与差异性。品牌的发展愈发重视消费者的情感体验，其中消费者与产品之间的契合程度是核心力。着眼于拟人化营销与消费者购买行为的关系，剖析其内部维度，探讨其产品适用度与消费者匹配度。为拟人化营销策略研究提供新的思路，为企业主选择拟人化营销策略提供理论依据。
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