如今产品拥有拟人化的表情的营销手法已被营销人员广泛应用，同时产品信息作为向消费者传递信息的重要载体之一，也频繁与产品表情共同出现，但少有文献对产品表情与产品信息的匹配效应对消费者行为态度的影响展开研究。本文基于解释水平的视角，探讨产品表情（积极与消极）与产品信息（可取性和可行性）如何匹配呈现，会使得消费者的购买意愿会更高，并探讨其中作用的中介机制。本研究通过两个预实验与三个正式实验展开验证。预实验旨在确定具体实验刺激物的设计的有效性；研究一探究不同的产品表情所激发的不同解释水平层次；研究二旨在探讨产品表情与产品信息如何匹配呈现，消费者的购买意愿会更高；研究三主要目的是探究认知加工流畅性在产品表情与产品信息的匹配对于购买意愿的影响的中介作用，并再次验证产品表情与产品信息如何匹配呈现，消费者的购买意愿会更高。

研究结果显示：（1）相较于产品消极表情，当给消费者呈现产品积极表情时，会启发更高水平的解释；（2）产品表情与产品信息存在匹配效应，具体来说，产品积极表情与可取性产品信息匹配呈现时（相比于可行性产品信息），消费者购买意愿更高，产品消极表情与可行性产品信息匹配呈现时（相比于可取性产品信息），消费者购买意愿更高；（3）认知加工流畅性在产品表情与产品信息匹配对于购买意愿的影响过程中起中介作用。

Nowadays, the marketing technique of having anthropomorphic expressions on products is widely used by marketers, and at the same time, product information, as one of the important carriers of consumer information, also frequently appears together with product expressions, but there is little literature to investigate the effect of matching effects of product expressions and product information on consumer behavior and attitude. This paper explores how the matching presentation of product expressions (positive and negative) and product information (desirability and feasibility) can lead to higher consumer purchase intentions based on an explanation level perspective, and the mediating mechanisms at play. This study will be validated through two pre-experiments and three formal experiments. Pre-experiments are designed to determine the validity of the design of specific experimental stimuli; Study 1 is designed to explore the different levels of interpretation inspired by different product expressions; Study 2 is designed to explore how matching the presentation of product expressions with product information leads to higher purchase intentions; Study 3 is designed to investigate the mediating role of cognitive processing fluency in the effect of matching product expressions with product information on purchase intentions, and The main purpose of Study 3 was to investigate the mediating role of cognitive processing fluency in matching product expressions with product information on purchase intention, and to verify again that consumers' purchase intention is higher when product expressions are presented with product information.

The findings show that (1) Positive (negative) product expressions can inspire high (low) levels of interpretation; (2) Here is a matching effect between product expression and product information, specifically, when positive product expressions are presented with desirable product information matching (vs. feasible product information), consumers' purchase intentions are higher, and negative product (3) Cognitive processing fluency plays a mediating role in the influence of product expression and product information matching on purchase intention.