Impact of Baijiu brand anthropomorphism on consumer purchase intentions

Taking Baijiu enterprises as the research objects, a relational model was constructed with brand anthropomorphism as the independent variable, psychological distance as the mediating variable, and purchase intention as the dependent variable based on stimulus-organism-response (SOR) theory. Through questionnaire surveys and empirical research, the results indicated that both impression-based cues and interaction-based cues of brand anthropomorphism could positively influence consumer purchase intentions, with the influence of impression-based cues being more significant. Psychological distance served as a mediating factor in the relationship of influence brand anthropomorphism on consumer purchase intentions. Based on these findings, countermeasures and suggestions were proposed for Baijiu enterprises, including designing unique Baijiu brand anthropomorphism images, fully leveraging the interactive attributes of Baijiu brands, and implementing reasonable anthropomorphism strategies to achieve differentiated marketing.