التفاصيل البيبلوغرافية
| العنوان: |
Revitalizing the Inanimate: The Influence of Anthropomorphism on Consumers' Repair Behavior. |
| المؤلفون: |
QIN, Huanyu, Xie, Zhipeng, Yi, Xu |
| المصدر: |
Academy of Management Annual Meeting Proceedings; 2024, Vol. 2024 Issue 1, pN.PAG-N.PAG, 1p |
| مستخلص: |
Anthropomorphism has been recognized as a powerful marketing tool that imbues products with life, enhancing the feeling of aliveness for consumers. Despite the popularity of research into this topic, little attention has been given to its impact on consumers' repair behaviors after purchase. Based on Cognitive Metaphor Theory, this study seeks to understand the influence, mechanism, and boundary conditions of anthropomorphism on consumers' intentions to repair products. Results show that anthropomorphism leads consumers to overestimate a product's self-healing capability, consequently affecting their repair intentions. Specifically, (a) anthropomorphism reduces consumers' repair intentions; (b) the perception of self-healing ability mediates this effect; and (c) the gender features of products moderate the relationship. Products with more masculine characteristics exhibit lower repair intentions compared to those with more feminine attributes. This research offers an insightful look into how consumers interact with anthropomorphic products and provides businesses with valuable guidelines on how to develop product renewal strategies. [ABSTRACT FROM AUTHOR] |
|
Copyright of Academy of Management Annual Meeting Proceedings is the property of Academy of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
