“共形”之外亦需“共情”：服务机器人拟人化特征对消费者人机价值共创意愿的影响
学术
财经
2024-12-19 10:30
上海
“共形”之外亦需“共情”：服务机器人拟人化特征对消费者人机价值共创意愿的影响
Humanlike Appearance and Artificial Empathy: The Impact of Service Robot Anthropomorphism on Consumers’ Human-Robot Value Co-Creation Intention
《外国经济与管理》2024年46卷第12期 页码：135-151 online：2024年12月20日
中：朱腾腾1 , 谢礼珊2 , 刘灿棉3
英：Zhu Tengteng1 , Xie Lishan2 , Liu Canmian3
作者单位：1.佛山大学 经济管理学院, 广东 佛山 528000; 2.中山大学 管理学院, 广东 广州 510006; 3.华侨大学 工商管理学院，福建 泉州 362021
摘要：除了外形的拟人化，在生成式AI与大模型等前沿技术的赋能下，服务机器人呈现出情感拟人化的新特征。服务机器人通过模仿人际交往中的人类共情对消费者参与人机价值共创的心理与行为产生影响。本研究从服务机器人拟人化特征的两个不同方面即共形与共情，探讨其对消费者人机价值共创意愿的影响，基于社会存在感理论对影响的机制路径提供新的解释，并进一步探讨消费者社会互动需求的边界作用。研究进行了三项实验。结果表明，消费者认知下服务机器人的拟人化特征是立体化的，共形与共情对人机价值共创意愿存在正向交互效应，社会存在感在其中发挥中介作用。对社会互动需求高的消费者，社会存在感对人机价值共创意愿的促进作用更强。本研究明晰了新技术嵌入服务机器人拟人化设计背景下人机价值共创现象中消费者的心理与行为机理，并就企业在实践中如何针对服务场景更好地进行服务机器人营销提供了有益建议。
关键词：服务机器人；拟人化；共情；社会互动需求；人机价值共创
Summary: In addition to anthropomorphic physical appearance, service robots, powered by cutting-edge technologies such as generative AI and artificial psychology, exhibit new anthropomorphic emotional characteristics by mimicking empathetic responses found in human-human interactions. Through the lens of the Social Presence Theory, this paper examines the impact of service robot anthropomorphism, including the external humanlike appearance and internal artificial empathy, on consumers’ human-robot value co-creation intention. The research conducts three scenario-based experiments. The findings reveal that both humanlike appearance and artificial empathy in service robots have an interaction effect on consumers’ human-robot value co-creation intention, and consumer-perceived social presence plays a mediating role in this interaction effect. Furthermore, consumers with higher demand for social interaction have a stronger promoting effect of social presence on their human-robot value co-creation intention. This paper clarifies the psychological and behavioral mechanisms underlying the phenomenon of human-robot value co-creation in the context of anthropomorphic design of service robots embedded with new technologies. It also offers valuable insights for firms on how to better incorporate service robots into service settings to provide improved service practices.
Key words:service robots; anthropomorphism; empathy; need for social interaction; human-robot value co-creation
DOI：10.16538/j.cnki.fem.20240702.301
收稿日期：2024-03-12
基金项目: 广东省哲学社会科学规划青年项目（GD24YGL21）；国家自然科学基金面上项目（72072187）
