享乐/功利态度对人工/机器人服务方式的选择偏好研究

Research on the Preference of Consumer Attitude to Service Format

随着人工智能的迅速发展,近年来机器人开始从工业领域向服务领域普及。目前学术领域从市场消费者的角度出发对机器人服务这一新兴服务方式进行的研究鲜见。着重探索机器人服务的适用边界,从享乐/功利态度出发研究不同消费态度下消费者对机器人/人工服务方式的选择偏好问题。研究结果表明:在享乐态度下消费者注重情感体验,在意服务提供者在热情维度上的素养,对人工服务的消费意愿更高;在功利态度下消费者注重能力维度的达标,在意服务提供者的能力素质,对机器人服务的消费意愿更高。研究结论有助于在服务领域细分市场更好地开展机器人新型服务方式,从而提高企业的服务效能。

In recent years,artificial intelligence has developed rapidly and robots have become popular in the service field.At present,there is little study concerning on the newly emerging robot service from the perspective of consumers.This study focuses on the preference of consumer attitude to service format.When the attitude is hedonic,consumers prefer human service to robot service since they focus on the emotional experience and care about how warm the servant are.However,when the attitude is utilitarian,consumers prefer robot service rather than human service,because they put great importance on the servant’s competence.The conclusions of this study will help to develop robot services better,thereby improving the service efficiency of enterprises.