Abstract Anthropomorphism is the attribution of human characteristics to a non-human object. Past research shows that anthropomorphism changes how we perceive objects (e.g., believing them to be more attractive). Does this mean we would be willing to pay more for them? We examined whether displaying a product in an anthropomorphized form influenced how much a consumer was willing to pay. We examined two design aspects, visual (i.e., a face) and auditory (e.g., a voice), in the context of an online auction, and proposed three theoretical routes by which an anthropomorphic product display might affect willingness to pay (emotional, product attachment, and product quality). Results show that adding visual anthropomorphizing features to the way a product was displayed increased the amount bid by 7 percent, but adding auditory anthropomorphizing features had no effect. The visual anthropomorphizing features increased product attachment but had no effect on emotions or perceptions of product quality. Therefore, we conclude that anthropomorphizing the way a product is displayed increases willingness to pay primarily through the theoretical route of creating attachment to the product. There is an additional, as yet undiscovered, theoretical route through which anthropomorphism influences willingness to pay. The results also suggest that the conventional wisdom that the combination of visual and auditory design features is best for triggering anthropomorphism is not always true.

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像人类一样行动？电子商务中的拟人化与消费者支付意愿

摘要 拟人化是将人类特征归因于非人类对象。过去的研究表明，拟人化改变了我们感知物体的方式（例如，相信它们更有吸引力）。这是否意味着我们愿意为他们付出更多？我们研究了以拟人化的形式展示产品是否会影响消费者愿意支付的金额。我们在在线拍卖的背景下检查了视觉（即面部）和听觉（例如声音）两个设计方面，并提出了拟人化产品展示可能影响支付意愿（情感、产品）的三种理论途径。附件和产品质量）。结果表明，在产品展示方式中添加视觉拟人化功能可使投标金额增加 7%，但是添加听觉拟人化功能没有效果。视觉拟人化特征增加了产品依恋，但对产品质量的情绪或感知没有影响。因此，我们得出的结论是，将产品展示方式拟人化会增加支付意愿，主要是通过创造对产品的依恋的理论途径。还有一条尚未发现的理论途径，通过拟人论影响支付意愿。结果还表明，视觉和听觉设计特征的组合最适合触发拟人化的传统观点并不总是正确的。我们得出的结论是，将产品的展示方式拟人化会增加支付意愿，主要是通过创造对产品的依恋的理论途径。还有一条尚未发现的理论途径，通过拟人论影响支付意愿。结果还表明，视觉和听觉设计特征的组合最适合触发拟人化的传统观点并不总是正确的。我们得出的结论是，将产品的展示方式拟人化会增加支付意愿，主要是通过创造对产品的依恋的理论途径。还有一条尚未发现的理论途径，通过拟人论影响支付意愿。结果还表明，视觉和听觉设计特征的组合最适合触发拟人化的传统观点并不总是正确的。