The Impact of Brand Anthropomorphism on the Willingness to Continue Using--Taking Duolingo Mascot Duo as an Example

DOI

10.2991/978-2-38476-609-3_36How to use a DOI?

Keywords

Brand Anthropomorphism; Continuous Use; Willingness to Connect with Society; User Value Perception; Digital Learning Platform

Abstract

In recent years, online learning platforms have received increasing attention due to their convenience and flexibility. However, the sustained usage rate of users is generally low, and how to improve long-term user retention still needs to be addressed. This article takes Duo, the mascot of Duolingo, as the research object, to explore the impact of brand anthropomorphism perception on users' willingness to continue using, as well as the mediating role of social cohesion and user value perception in it. The study collected 164 valid samples using a questionnaire survey method and conducted regression and mediation analysis using SPSS and PROCESS models. The results indicate that brand anthropomorphism perception can significantly positively predict users' intention to continue using, while indirectly affecting it by enhancing social cohesion and improving users' perceived value. Among them, the mediating role of user value perception is stronger than that of social cohesion, indicating that users' overall judgment of the value of the learning platform plays a leading role in continuous use decisions. Based on this, this article suggests that digital learning platforms should not only strengthen anthropomorphic interactive design, but also pay more attention to the visual presentation of learning outcomes and real value feedback, in order to promote users to form stable long-term usage behavior.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yixin Zhang
PY  - 2026
DA  - 2026/09/04
TI  - The Impact of Brand Anthropomorphism on the Willingness to Continue Using--Taking Duolingo Mascot Duo as an Example
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 324
EP  - 332
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_36
DO  - 10.2991/978-2-38476-609-3_36
ID  - Zhang2026
ER  -