工商管理学院知识库

     In real life, being rejected by others is an inevitable social experience, so how do consumers cope with rejection or neglect? With the progress of science and technology and the change of people's consumption concept, consumer goods refer to not only the products used, but also related to people's status and various needs, and consumers are willing to pay for the added value of products. At the same time, social situation and consumers' own characteristics are the important motivation to trigger consumption. Therefor, based on different psychological needs, this paper focuses on the different choices and decision-making reactions of consumers when facing different anthropomorphic products in the context of social exclusion. With the need for belonging and uniqueness as mediating variables and the sense of power as moderating variables, this paper constructs a research model of social exclusion on the purchase intention of anthropomorphic brands,so as to better guide consumers to interact with anthropomorphic brands.

        On the basis of demand-threat model,compensatory consumption theory and power motion-common orientation model, spss24.0 software  is used for statistical analysis. The results show that : (1) anthropomorphic products have a self-compensation effect. After experiencing social exclusion, consumers will increase their purchase intention to anthropom  orphic products with enthusiasm and energy. (2) Social exclusion posesa threat to consumers' psychological needs andstimulates their needs for  belonging and uniqueness, thus enhancing their purchase intention to  anthropomorphic brands. However, the specific mechanisms of the two  are different. (3) Senseof power negatively moderates the impact of social exclusion on belongingness needs, and positively moderates the impact of socialexclusion on uniqueness needs. Power negatively  moderates the mediating role of belonging need between social exclusion and anthropomorphic brand purchase intention, and positively moderates the mediating role of uniqueness need between social exclusion and anthropomorphic brand purchase intention. 

       Finally, based on the research results, the following management    suggestions are proposed :(1) enterprises should strengthen marketing activities of anthropomorphic products in places prone to social exclusion. (2) Enterprises should pay attention to the social psychological state of target consumers. (3) Extend social exclusion to the situation of service failure to better guide enterprises to timelyservice remedy. (4) attach importance to the expression of symbolic meaning of anthropomorphic products.