The Effect of Anthropomorphism on Consumer Purchase Intention for Hard-to-Used Technology

• Main Authors: WU, ZONG-MENG, 吳宗孟
• Other Authors: Jaw, Chyi
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/tx86x7

碩士 === 國立雲林科技大學 === 企業管理系 === 105 === The literature about Anthropomorphism in the past, we can find Anthropomorphism field has been applied to many aspects, including product anthropomorphic, brand anthropomorphic, anthropomorphic spokesperson. The study especially take TAM theory of perceived ease-of-use to be independent variables. In the past, most of study is focus on relationship between Anthoropomorphism, new technology products and complexity product. In current market, the common type of product have a lot of choice for consumer. Perceived ease-of-use often be an important factor when consumers choice between a lot of product. And, consumer will have different cognitive value for different product use situation. The study have three experiment structure, and use website to do experiment 1 and experiment 2, video to do experiment 3. Study 1 is 2(anthropomorphic, not anthropomorphic) × (high, low to use product) factorial design. Study 2 is 2(anthropomorphic, not anthropomorphic) ×2(entertainment, work use situation) factorial design. Study3 is 2(message of anthropomorphic, not anthropomorphic) ×2(spokesman, spokeswomen) factorial design, and also add the gender to discuss the moderator effect of purchase intention. The study use analysis of ANOVA to test the hypothesis. Finally, this study of implications and contribution in market. When enterprise designs a new product, it can anthropomorphize product with hard-to-use. And, the product of target audience is for entertainment use situation, the anthropomorphic strategy will be better than work us situation. If target audience prefer for man or woman, it could use first-person advertising with same gender of spokesperson to increase purchase intention.