Humanizing Brands: The Role of Anthropomorphism and Product Type in Purchase Decisions
DOI:
https://doi.org/10.25134/ijsm.v9i2.157Keywords:
Anthropomorphism, Purchase Decision, Product Type, E-Commerce, ShopeeAbstract
This research aims at predicting the impact of brand anthropomorphism on the purchase decisions of Shopee users in Bandung. Besides, it also studies the moderating role of product type in this relationship. The survey method was employed in data collection. The data were processed through SmartPLS using PLS-SEM analysis technique. The findings reveal that the humanization of brand by use of human elements in different forms like brand mascots, or interactive features make the users not only to feel engaged during the process of shopping but also this emotional engagement facilitates the purchase. The degree of effect differs according to the product type. Certain products are more responsive to these factors whereas others depend more on facts and detailed information. These findings imply that the incorporation of anthropomorphic factors should be in line with the product features. When these factors are used appropriately they may contribute to the enhancement of the buying activity in a digital context.
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Copyright (c) 2026 Raeny Dwi Santy, Raehan Audry Medyatama, Mohammad Fauzil Adhim, Fatimah Zahra Afiff (Author)
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