Anthropomorphism as differentiation strategy for standardized reusable glass containers

Our research model investigates the following hypotheses:
H1. An anthropomorphized label design of standardized packaging positively affects brand attitude.
H2. An anthropomorphized label design of standardized packaging positively affects brand interest.
H3. Brand attitude (a) and brand interest (b) mediate the impact of anthropomorphized label design of standardized packaging on purchase intention.
H4. Brand attitude and brand interest sequentially mediate the impact of anthropomorphized label design of standardized packaging on purchase intention.
The empirical study employed a one-factor (two-level) between-subjects design with anthropomorphism of the product label representing the manipulated variable. One-hundred fifty-one participants, recruited through the online platform “click-worker" participated in the experiment for a renumeration of 30 cents.
H1 and H2 were tested with a MANOVA.
All hypotheses were part of a serial mediation analysis using PROCESS macro model 6 (A dummy for the two conditions was the independent variable, brand interest was specified as the first mediator, brand attitude represented the second mediator, and purchase intention was included as the dependent variable).

本研究模型旨在验证以下假设：
H1. 标准化包装的拟人化标签设计对品牌态度具有正向影响。
H2. 标准化包装的拟人化标签设计对品牌兴趣具有正向影响。
H3. 品牌态度（a）与品牌兴趣（b）在标准化包装拟人化标签设计对购买意愿的影响中起中介作用。
H4. 品牌态度与品牌兴趣在标准化包装拟人化标签设计对购买意愿的影响中起链式中介作用。
实证研究采用单因素（两水平）被试间设计，其中产品标签的拟人化程度为操纵变量。研究通过在线平台"click-worker"招募了151名参与者，每位参与者完成实验可获得30美分的报酬。
H1与H2通过多元方差分析（MANOVA）进行检验。所有假设均纳入基于PROCESS宏模型6的链式中介分析（其中两种条件的虚拟变量为自变量，品牌兴趣为第一中介变量，品牌态度为第二中介变量，购买意愿为因变量）。