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为探讨品牌拟人化对品牌忠诚度与消费者决策的关系及作用机制,采用品牌拟人化量表、品牌忠诚度量表、消费者决策量表、消费者互动量表,对310名有产品体验经历的消费者进行调查。结果表明:品牌拟人化对品牌忠诚度与消费者决策均具有显著的正向预测作用;消费者互动在品牌拟人化与品牌忠诚度、品牌拟人化与消费者决策的关系中均起部分中介作用;消费者类型与产品类型(搜索型/体验式)调节了品牌拟人化通过消费者互动影响品牌忠诚度与消费者决策的中介路径。具体来说,相对于消费者类型与产品类型评分较高的情况,消费者类型与产品类型评分较低时,消费者互动在品牌拟人化与品牌忠诚度、品牌拟人化与消费者决策间的中介效应更为凸显。研究结果有助于揭示品牌拟人化影响品牌忠诚度与消费者决策的内在机制,对企业制定差异化品牌拟人化营销策略具有一定的启示意义。

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