中文摘要：

新产品作为企业创新的载体日益受到业界和学界的共同重视。以往关于新产品管理和创新绩效的研究大多集中在企业层面和宏观战略层面。而通过个体层面的消费者视角来考察公司新产品绩效的研究则相对较少。鉴于此，站在个体层面将消费者对新产品采纳作为企业新产品绩效结果的考量指标，探讨在新产品营销中采用拟人化沟通模式对新产品采纳的影响。结果发现拟人化沟通（vs．传统的人员沟通）能够提升消费者对新产品的购买意向，其中感知隐藏动机在其中起到中介作用（研究一）。此外，消费者说服知识对于上述效应具有调节作用（研究二），即高说服知识消费者对采用拟人化（vs．人类）沟通的新产品具有更高的购买意愿，而低说服知识消费者对这两种沟通方式的新产品购买意向无差异。

英文摘要：

For decades researchers and marketers have tried to find out what persuades consumers to adopt a new product. Prior literature emphasized the attributes of new products, as well as consumers＇ characteristics, were playing an important role in the process of adoption. However, there has been little research examining the influence of effective communication between an enterprise and a consumer. Adopting a novel perspective of anthro- pomorphism, the current research has investigated the impact of anthropomorphism vs. human spokesmen on con- sumers＇ adoption presenting in an advertisement of a new product across two studies. In specific, study 1 shows that an anthropomorphized spokesman facilitates consumers＇ adoption intention for a new product. Further, we identify a spokesman＇s ulterior motive as the mediating role. Moreover, study 2 reveals that the positive effect of anthropomorphized spokesmen particularly emerges among consumers with high persuasion knowledge. However, there is no significant difference between anthropomorphized vs. human spokesman when consumers have low persuasion knowledge.