The Effects of Anthropomorphism and Message Types on New Technology Adoption

• Main Authors: Yun-Han Chen, 陳韻涵
• Other Authors: Chyi Jaw
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/26904704312384113753

碩士 === 國立雲林科技大學 === 企業管理系 === 103 === The literature about Anthropomorphism in the past, most of them investigated into anthropomorphic product or anthropomorphic advertisement. The fact is that there are still many consumers cannot receive the innovation. The most important reason is that the complexity will decrease the ability perceived and increase the technology anxiety. It’s also decrease the consumer’s evaluation. The study have three experiment structure and the sudy use website to do experiment. Study1 is 2(anthropomorphic/not anthropomorphic) ×(high /low complexity) factorial design .Sstudy2 is 2(anthropomorphic/not anthropomorphic) ×2(first one person/the third person) factorial design. Study3 is 2(anthropomorphic/not anthropomorphic) ×2(real person /no real person) factorial design.The study also add the ability perceived, technology anxiety to discuss the direct effect and mediated effect of consumer evaluation. The study use analysis of regression and ANOVA to test the hypothesis. Finally, this study of implications and contribution in marketing theory: When Business brings out new technology product; it needs to consider cognition of complexity about products for customers. For the highly complex technology product, business can increase consumers’ ability of cognition and consumer evaluation and try to improve the rating of users by adopting anthropomorphic tactics. The practical implications of the study as follows: To use the anthropomorphic promotion streagy is helpful. First, Use anthropomorphic appearance to the new thchnology product and then with the first-person narration to tell the consumer. They also can use anthropomorphic appearance to the new thchnology product and use real person in advertisemen.