انسان‌‌اِنگاری و شادمانی مصرف‌‌کننده: تحلیل اثر اصالت برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی، تهران، ایران.

2 کارشناسی ارشد، گروه مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی، تهران، ایران.

10.22059/jibm.2023.347410.4434

چکیده

هدف: ذهن بشر از دیرباز، هر چیز ناشناخته‌ای را که کمتر از آن می‌دانست، به‌کمک انسان‌انگاری، به شمایل آشناترین چیزی که بیش از همه می‌شناخت، یعنی «انسان» در می‌آورد. فرایند انسان‌انگاری یک برند، به تمایل جامع انسان برای نسبت‌دادن خصوصیات انسانی به موجودات غیرانسانی اشاره دارد. مطالعات در این زمینه نشان می‌دهد که برندها نیز مانند انسان‌ها شخصیت دارند و زمینه تمایز آن‌ها در ذهن مصرف‌کنندگان می‌شود. از آنجا که بازاریابان برای توسل به یکی از خواسته‌های اساسی مصرف‌کنندگان، یعنی شادبودن، تلاش چشمگیری دارند، این ویژگی با ایجاد تمایز در ذهن مصرف‌کنندگان، از طریق ویژگی‌های انسانی، باعث افزایش رضایت مصرف‌کنندگان می‌شوند. این پژوهش به مطالعه تأثیر انسان‌انگاری برند بر شادمانی مصرف‌کننده از دو جنبه عاطفی و شناختی و اثر میانجی اصالت برند، در چهار محور تداوم، درستی، نمادگرایی و اعتبار می‌پردازد.
روش: با رویکرد پیمایش، پاسخ‌های جامعه هدف این پژوهش که تجربه استفاده از برند مورد مطالعه را داشتند یا با آن به‌اندازه کافی آشنا بودند، مطالعه شد. برای تحلیل متغیر انسان‌انگاری، سه بُعد فرم‌شناسی بدن انسان، قیافه‌شناسی چهره انسان و هم‌سازی فرد ـ برند و برای اصالت، چهار بُعد تداوم، اعتبار، درستی و نمادگرایی، بر اساس پژوهش مورهات در نظر گرفته شد. متغیر شادمانی مصرف‌کننده نیز به‌کمک دو بُعد شادمانی لذت‌گرا و شادمانی سعادت‌گرا سنجیده شد.
یافته‌ها: نتایج تحلیل داده‌ها نشان می‌دهد که متغیر انسان‌انگاری بر شادمانی مصرف‌کننده تأثیر مثبتی دارد. همچنین اصالت برند می‌تواند به‌طور مؤثری رابطه بین انسان‌انگاری برند و شادمانی مصرف‌کننده را میانجیگری کند. نتایج این پژوهش همچنین نشان می‌دهد که استراتژی‌های بازاریابی مبتنی بر انسان‌انگاری، می‌توانند بر شادمانی فرد در حوزه مصرف و در نتیجه شادمانی (سلامت ذهنی) عمومی او تأثیر بگذارند. انسان‌انگاری موجب دل‌بستگی و قوی‌تر شدن رابطه همراه با اعتماد و عشق به برند می‌شود و از این طریق با افزایش احساسات مثبت بر شادمانی مصرف‌کننده اثر می‌گذارد. احساسات مثبت حداکثری و احساسات منفی حداقلی، از جنبه‌های شادمانی مصرف‌کننده‌اند که در این پژوهش، به‌عنوان مقیاس‌های شادمانی از دیدگاه لذت‌گرایانه استفاده شدند.
نتیجه‌گیری: انسان‌انگاری موجب دل‌بستگی و قوی‌تر شدن رابطه همراه با اعتماد و دل‌بستگی به برند می‌شود و از این طریق با افزایش احساسات مثبت بر شادمانی مصرف‌کننده اثر می‌گذارد. با لحاظ این مسئله که اصالت در جامعه امروزی ویژگی مثبت در نظر گرفته می‌شود، مصرف‌کنندگان تمایل دارند که بر سبک ارتباطی مبتنی بر سعادت و ریشه‌های یک برند (نماد) به اصالت برند متکی باشند. سهم علمی پژوهش حاضر این است که به درک بهتر ابعاد انسان‌انگاری در مباحث مرتبط با برند کمک می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Consumer Anthropomorphism and Happiness: Analysis of the Brand Authenticity Effect

نویسندگان [English]

  • Mehdi Khademi Gerashi 1
  • Setare Mohammadian 2
1 Associate Prof., Department of Business Management, Institute for Management and Planning studies, Tehran, Iran.
2 MSc., Department of Business Management, Institute for Management and Planning studies, Tehran, Iran.
چکیده [English]

Objective
The human mind, with the help of anthropomorphism, makes every unknown thing that it knows less like the most familiar thing that it knows the most, i.e. a human being (himself). The process of anthropomorphism refers to the special desire of humans to attribute human characteristics to non-human beings, which can provide a basis for greater satisfaction. Given that people naturally tend to attribute human characteristics to beings, objects, and phenomena, and many researchers consider this tendency an essential tool for comprehending factors beyond human nature, it can serve as a foundation for enhancing customer satisfaction. This study aims to investigate the impact of brand anthropomorphism on consumer happiness, considering both emotional and cognitive aspects, and to examine the mediating role of brand authenticity across four dimensions: continuity, correctness, symbolism, and credibility.
 
Methodology
The current research adopts a quantitative approach with a confirmatory purpose. It is conducted using a survey methodology. The survey method was used to test hypotheses, and four hypotheses were developed and tested based on theoretical models derived from research literature. To gather data on the anthropomorphism of the LG brand, standardized questionnaires, consistent with quantitative research methods, were distributed to participants online. Cronbach's alpha coefficient and composite reliability were used to evaluate the reliability of the research measurement model. In this study, smart_pls software was used for data analysis.
 
Findings
The findings of the study indicate that anthropomorphism plays a significant role in shaping consumer happiness. Furthermore, the research underscores the positive and meaningful relationship between brand anthropomorphism and brand authenticity. Importantly, brand authenticity is found to have a favorable impact on consumer happiness. One of the noteworthy findings is that brand authenticity serves as a mediator, effectively explaining how brand anthropomorphism influences consumer happiness. In essence, this means that consumers' perceptions of a brand as humanlike contribute to their happiness, partially through the lens of brand authenticity. These insights provide valuable implications for businesses looking to enhance consumer satisfaction and engagement through anthropomorphic brand strategies.
 
Conclusion
Research in the literature provides compelling evidence supporting the conclusion that anthropomorphism leads to an increase in positive emotions while simultaneously reducing negative emotions. Given that authenticity is considered a positive attribute in today's society; consumers tend to rely on brand authenticity based on a communication style relying on happiness and a brand's roots (symbol). Furthermore, our findings demonstrate that brand authenticity exerts a positive influence on consumer happiness, underscoring the significance of psychological feelings of authenticity in promoting mental well-being. In a broader context, the findings of this current research provide a conclusive response to the recurrent question in the research literature: Does anthropomorphism have an impact on the mental well-being and happiness of consumers? Based on our findings, the practice of anthropomorphizing a brand, which involves attributing human characteristics to the brand, whether through direct or indirect means and facilitated by the mediating role of brand authenticity, ultimately leads to consumer happiness. The results of this study offer a fresh perspective on the dynamics of consumer-brand relationships, potentially influencing the way we approach this topic. Additionally, the study offers valuable insights that can guide future research endeavors in this area.
 

کلیدواژه‌ها [English]

  • Brand anthropomorphism
  • Brand authenticity
  • Consumer happiness
  • Eudaimonia view
  • Hedonic view

مراجع

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مدیریت بازرگانی
دوره 15، شماره 4
1402
صفحه 814-837

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