服务提供者和产品属性类型对产品评价的影响研究

The Impact of Service Provider and Product Attribute Type on Product Evaluation

随着人工智能的发展,类人机器人广泛应用于服务行业。然而有研究表明,具有类人属性的机器人可能会引起消费者消极的反应。为了解决此种存在于营销实践和理论研究之中的困惑,本文依据匹配假说探讨服务提供者和产品属性类型对产品评价的交互影响。通过两个实验发现,针对强调绩效性属性的产品而言,类人机器人(vs.真人)提供服务时产品评价更高;针对凸显体验性属性的产品来说,真人(vs.类人机器人)提供服务时产品评价更高。而且,能力可信度和社交可信度分别在其中发挥显著的中介作用。本文的研究结论不仅丰富了匹配假说和来源可信度理论的内涵,而且对企业针对不同属性的产品选择服务提供者和开展营销推广活动等方面具有重要的实践启示。

With the development of artificial intelligence,humanoid robot is widely used in service industry.However,previous research has shown that humanoid robot may lead to consumers’negative reaction.In order to solve this puzzle existing in marketing practice and theoretical research,the current study explores the interaction between service provider and product atrbute type on product evaluation based on the Match-up Hypothesis.We conducted two experiments to find out that humanoid robot(vs.human employee)service would trigger higher evaluation for products with performance attributes;human employee(vs.humanoid robot)service would trigger higher evaluation for products with experience attributes.Moreover,competence credibility and sociability credibility played mediating roles respectively in the above processes.This study enriches the theoretical connotations of Match-up Hypothesis and the Source Credibility Theory.Meanwhile,this research also puts forward implications for managers to select servicers for products with different attribute types and carry out promotional activities.