关键词: 智能硬件采用, 学习策略, 调节匹配, 场景灵感, 拟人化水平

Abstract: How to change the low adoption rate of intelligent hardware is a major challenge for enterprises. Based on the cue utilization theory and the regulatory matching theory., this paper conducts three experiments to explore the matching effect of the learning strategy (analogying vs. simulating) on the adoption of intelligent hardware by consumers in different regulatory focuses (promotion vs. prevention). Research results are as follows: The matching effect is proved between the learning strategy and the regulatory focus. When the target consumers are promited to the simulation strategy, or are prevented to use analogying strategy, they will have a higher level of willingness to adopt smart hardware; It is proved that the scenario-based inspiration plays a mediating role in the above matching effect; It is proved that the anthropomorphic level of intelligent hardware has a moderating effect on the above the matching effect. Based on these results, in the marketing promotion of intelligent hardware, enterprises should pay attention to the differences in regulatory orientation of consumers and the anthropomorphic level of intelligent hardware.

Key words: Intelligent Hardware Adoption, Learning Strategy, Regulatory Fit, Scenario-Based Inspiration, Anthropomorphic Level