In the modern society, artificial intelligence is becoming more and more developed. As for how users perceive intelligent products and what can affect consumers' attitude, perception and behavioral intention towards intelligent products, there is still no complete framework in previous literature. Based on the consumer-brand relationship theory, this study explored the influence of anthropomorphic roles on consumers' purchase intention. In the pilot study, the questionnaire method was used to explore whether intelligent products were more easily anthropomorphized than ordinary products, so as to verify the advantages of anthropomorphized marketing strategies of intelligent products. The results showed that intelligent products were more likely to be regarded as non-instrumental roles than ordinary products. In the first study, participants with real experience in the use of intelligent products were selected to measure the relationship between anthropomorphic roles and user satisfaction. The results showed that their use satisfaction as family, partnership and servant relationships were higher than that of tools. In the second study, we experimentally manipulated the personified persona and found that the family persona elicited stronger purchase intentions than the servant persona, both of which were higher than the purchase intention of the control group. In the third study, the participants' psychological distance and perceived emotional value were measured by the Inclusion of Self Scale and the Perceived Emotion Value Scale. The participants' trait sense of power was measured by the Power Scale. The results showed that after controlling for the effect of innate anthropomorphism tendency, the family role (vs. servant role) could influence consumers' purchase intention through the mediating effect of psychological distance and perceived emotional value, and this effect only existed for consumers with low sense of power. So we concluded that compared with the servant role, the family role can promote consumers' purchase intention by increasing psychological distance and perceived emotional value.