摘要：目前营销领域已有较多拟人化相关研究，但不同研究实证结果不尽相同。通过对74篇中外文献（包括274个效应值 N=66296）进行元分析，探讨了营销领域的拟人化前因、消费者对拟人化的反应及其调节因素。研究发现，设计因素和个体因素会影响拟人化感知，拟人化对消费者的情绪和行为有差异化影响，拟人化效应并不总是积极有效的。具体而言，传统服务情境下，拟人化总是给消费者带来积极情绪，但其并不能有效化解顾客怀疑等消极情绪。新兴人工智能服务情境下，拟人化既会给顾客带来积极情绪，又会因恐怖谷效应引发消极情绪，拟人化对消费者互动意愿的正向影响强于购买意愿，相比个人主义社会文化背景下，消费者在集体主义社会文化背景下表现出更多互动意愿和购买意愿。

Abstract: At present, there have been a lot of relevant studies on the topic of anthropomorphic marketing, but the empirical results of different studies are different, 74 Chinese and foreign literature (including 274 effect values, N = 66296) related to anthropomorphism in the marketing domain is comprehensively analyzed by a meta-analysis, to explore the antecedents of anthropomorphism, consumer reactions to anthropomorphism, and moderating factors. It is found that design factors and individual factors will affect anthropomorphic perception. Anthropomorphism has a differentiated impact on consumers' emotion and behavior, and it is not always positive and effective, in which service situation and social culture play a moderating role. In the traditional service situation. Anthropomorphism brings positive emotional experience to consumers, but it can't resolve negative emotions such as customer suspicion. In the emerging artificial intelligence service situation. Anthropomorphism not only brings positive emotions to customers, but also causes negative emotions due to the uncanny valley effect. The positive influence of anthropomorphism on consumers' interactive behavior is stronger than that of purchasing behavior, and compared with the individualistic social-cultural background, consumers show more interactive tendencies and purchasing tendencies in the collectivist social-cultural background.