Anthropomorphism-Based Communication and Willingness to Pay Premium Prices–Model Questionnaire

Abstract

The Anthropomorphism-Based Communication and Willingness to Pay Premium Prices–Model (Li et al., 2023) is an inventory/questionnaire developed to investigate the influence of anthropomorphism-based communication on consumers’ emotional brand attachment and their willingness to pay a premium rate in the hospitality sector. This model draws upon cognitive appraisal theory and integrates dimensions of “coolness,” “warmth,” and “cuteness.” The original questionnaire was designed in English, with items adapted from existing research (e.g., Chen & Chou, 2019; Wu et al., 2017; Nenkov & Scott, 2014). For its application in China, the questionnaire was professionally translated into Chinese, and its internal validity was ensured through a double-check by two bilingual academic tourism experts (Li & Zhang, 2021). The study primarily targeted young adult consumers. The development and validation of this model included detailed reporting on its factor structure, reliability, and various aspects of validity.

Keywords

Anthropomorphism-Based Communication; Consumer Behavior; Hospitality and Tourism Decision-Making; Anthropomorphism-Based Brand Communication; Cognitive Appraisal Theory; Emotional Brand Attachment; Need for Uniqueness; Perceived Coolness; Perceived Cuteness; Perceived Warmth; Willingness to Pay a Premium Price.

Authors

• Li, Fangxuan (Sam)

• Su, Qianqian

• Guan, Jiantao

• Zhang, Guojie

Purpose

The primary purpose of this measurement model is to quantitatively assess the concept of anthropomorphism and its direct impact on hotel consumers’ willingness to pay a premium price for services or products.

Validity

Convergent and Discriminant Validity: The study provided strong evidence for both convergent and discriminant validity. Convergent validity was supported by all Average Variance Extracted (AVE) values for the constructs, which ranged from 0.526 to 0.829, exceeding the standard threshold of 0.5 suggested by Fornell and Larcker (1981). Discriminant validity was also well-established, as the square roots of the AVE estimates were consistently higher than all correlations observed between paired constructs, indicating that each construct measures a distinct concept.

Reliability

Internal Consistency: The reliability of the Anthropomorphism-Based Communication and Willingness to Pay Premium Prices–Model was assessed through internal consistency measures. Both Cronbach’s alpha values, which ranged from 0.763 to 0.960, and the composite reliability of the research constructs, which ranged from 0.767 to 0.960, demonstrated adequate internal consistency for all the constructs included in the model.

Factor Analysis

Common Method Bias: The researchers addressed common method bias using Harman’s single factor test. The results indicated that a single factor explained 36.029% of the variance. This percentage is significantly lower than the commonly accepted cutoff value of 50% (Podsakoff et al., 2003), suggesting that common method bias was not a significant concern for the study.

Exploratory and Confirmatory Factor Analysis (EFA & CFA):
EFA Results: Exploratory Factor Analysis was conducted and revealed that six common factors collectively explained 75.778% of the total variance. These factors were identified as: Perceived Coolness (PCO), Perceived Warmth (PWA), Perceived Cuteness (PCU), Need for Uniqueness (NFU), Emotional Brand Attachment (EBA), and Willingness to Pay a Premium Price (WTTP).
CFA Results: Confirmatory Factor Analysis further validated the measurement model, demonstrating a good fit with the collected data. The fit indices were as follows: χ² = 396.593, df = 215, p < 0.001, with a χ²/df ratio of 1.845. Other key fit indices included GFI = 0.922, AGFI = 0.901, NFI = 0.944, RFI = 0.934, IFI = 0.973, TLI = 0.969, CFI = 0.973, RMSEA = 0.045, and RMR = 0.056. These values collectively indicate a strong fit of the proposed model to the empirical data.

Instrument

Test Type: Original
Format: All items are measured using a 7-point Likert-type scale.
Language Available: English and Chinese.
Population Group: Human; Male; Female, specifically hospitality industry consumers.
Age Group: Adulthood (18 years and older), including Young Adulthood (18-29 years) and Thirties (30-39 years).
Population Details: The study participants were hospitality industry consumers located in China.
Test Methodology: The methodology encompassed Test Validity (Convergent Validity, Discriminant Validity), Test Reliability (Internal Consistency), and Factor Analysis (Confirmatory Factor Analysis, Exploratory Factor Analysis), all contributing to the development of the Measurement Model.

Authors Including Contact Information

• Li, Fangxuan (Sam)

  • Affiliation: Hainan University School of Tourism

  • Email address: [email protected]

  • Author ORCID Identifier: No data is Available

• Su, Qianqian

  • Affiliation: Hainan University School of Tourism

  • Email address: [email protected]

  • Author ORCID Identifier: orcid.org/0000-0001-8479-3092

• Guan, Jiantao

  • Affiliation: Hainan University School of Tourism

  • Email address: [email protected]

  • Author ORCID Identifier: No data is Available

• Zhang, Guojie

  • Affiliation: Hainan University School of Tourism

  • Email address: [email protected]

  • Correspondence Address: Hainan University, School of Tourism, Haikou, China, 570228

  • Author ORCID Identifier: orcid.org/0000-0001-5293-1892

Permissions & Fee and Test Year

Permissions: The instrument may be used for research and teaching purposes.
Fee: No fee is associated with the use of this instrument.
Test Year: 2023.
Commercial: No.

References

Li, F. (S.), Su, Q., Guan, J., & Zhang, G. (2023). Communicate like humans? Anthropomorphism and hotel consumers’ willingness to pay a premium price. Journal of Hospitality and Tourism Management, 56, 482–492. doi.org/10.1016/j.jhtm.2023.08.008

Items of the Anthropomorphism-Based Communication and Willingness to Pay Premium Prices–Model

The Anthropomorphism-Based Communication and Willingness to Pay Premium Prices–Model is a 24-item measure. The items are structured around the following constructs, with each measured on a 7-point Likert-type scale:

• Perceived Coolness (PCO)

• Perceived Warmth (PWA)

• Perceived Cuteness (PCU)

• Need for Uniqueness (NFU)

• Emotional Brand Attachment (EBA)

• Willingness to Pay a Premium Price (WTTP)

The specific items can be found in Table 1 on page 486 of the source reference: Li, F. (S.), Su, Q., Guan, J., & Zhang, G. (2023). Communicate like humans? Anthropomorphism and hotel consumers’ willingness to pay a premium price. Journal of Hospitality and Tourism Management, 56, 482–492.

Construct: Perceived Coolness

• Measurement Item:

  • PCO 1: When I first heard of anthropomorphism-based communication for hotel brands, I was thinking that it would be cool to look.

  • PCO 2: Visiting a hotel using anthropomorphism-based communication will make me look cool.

  • PCO 3: When I think of things that are cool, the anthropomorphism-based communication for hotel brands come to mind.

  • PCO 4: The anthropomorphism-based communication for hotel brands is cool.

  • PCO 5: If I made a list of cool things, the anthropomorphism-based communication for hotel brands would be on it.

• Reference Source: Chen and Chou (2019)

Construct: Perceived Warmth

• Measurement Item:

  • PWA 1: Anthropomorphism-based communication for hotel brands makes me feel friendly.

  • PWA 2: Anthropomorphism-based communication for hotel brands makes me feel well-intentioned.

  • PWA 3: Anthropomorphism-based communication for hotel brands makes me feel trustworthy.

  • PWA 4: Anthropomorphism-based communication for hotel brands makes me feel warm.

  • PWA 5: Anthropomorphism-based communication for hotel brands makes me feel sincere.

• Reference Source: Wu et al. (2017)

Construct: Perceived Cuteness

• Measurement Item:

  • PCU 1: Anthropomorphism-based communication for hotel brands is cute.

  • PCU 2: Anthropomorphism-based communication for hotel brands is adorable.

  • PCU 3: Anthropomorphism-based communication for hotel brands is endearing.

• Reference Source: Nenkov and Scott (2014)

Construct: Need for Uniqueness

• Measurement Item:

  • NFU 1: I stop buying brands when they become popular with the general public.

  • NFU 2: I avoid brands that are bought by the average consumer.

  • NFU 3: I dislike brands bought by everyone.

  • NFU 4: When a brand becomes too popular, I use it less.

  • NFU 5: When brands become extremely popular, I lose interest in them.

• Reference Source: Abosag et al. (2020)

Construct: Emotional Brand Attachment

• Measurement Item:

  • EBA 1: My feelings towards anthropomorphism-based communication for hotel brands can be characterized by passion.

  • EBA 2: My feelings towards anthropomorphism-based communication for hotel brands can be characterized by affection.

  • EBA 3: My feelings towards anthropomorphism-based communication for hotel brands can be characterized by connection.

• Reference Source: Hung and Lu (2018)

Construct: Willingness to Pay a Premium Price

• Measurement Item:

  • WTPP 1: I am willing to pay a higher price for this hotel brand using anthropomorphism-based communication than for other brands.

  • WTPP 2: The price of this hotel brand using anthropomorphism-based communication would have to increase quite a bit before I would switch to another brand.

  • WTPP 3: I am willing to pay a lot more for this hotel brand using anthropomorphism-based communication than for other brands.

• Reference Source: Diallo et al. (2020)

Note

All items are measured using a 7-point Likert-type scale that ranged from “(1) strongly disagree” to “(7) strongly agree”.