From Perception to Purchase: How Anthropomorphism Shapes Buying Intentions through Product Knowledge

Objective: The current study examines the effect of three types of anthropomorphic design (appearance, emotional, and image) on consumer purchase intention by taking into account product knowledge as a cognitive mediator. The research thus contributes to the knowledge on how symbolic product cues influence cognition other than causing emotional responses. Research Design & Methods: A quantitative explanatory design was used to explore relationships between variables by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study used purposive sampling to collect data on 215 Indonesian Pop Mart consumers that was analysed using SmartPLS 4. Findings: Results indicate that appearance anthropomorphism has full mediation on intention by affecting it only through product knowledge. On the other hand, emotional cues lead intention non-cognitively. Image anthropomorphism follows both routes, showing partial mediation. These results show that the anthropomorphic designs trigger different cognitive and emotional processes. Implications & Recommendations: In the modern business language, the use of emotional appeal can no longer be the only foundation of effective branding. The deliberate addition of symbolic clarity and product meaning is required in effective practice. In such circumstances, anthropomorphic design becomes most effective when it is both informative and affectively appeals. Contribution & Value Added: This study refines the S-O-R framework by highlighting product knowledge as a symbolic mediator and reveals how different anthropomorphic cues activate cognitive vs. emotional pathways in consumer behavior.