类人智能机器人社会价值替代与风险态度研究

Research on Social Value Substitution,Risk and Con-sumption Attitude Based on Humanoid Intelligent Robot

拥有人的外形,能像人一样参与就业,并与人进行互动甚至情感传递的类人智能机器人(HIR),怎样唤起消费者社会价值替代风险感知及形成相应的消费态度是本文研究的重点。文献研究和实验检验表明,借鉴费孝通先生的“差序格局”理论,包括“自我、亲情、友情、智力和体力”五个层级构成了HIR社会价值替代差序格局;借鉴价值层级理论,体力、智力归属社会功能价值替代维度,友情、亲情和自我归属社会存在价值替代维度;HIR社会价值替代正向影响风险感知,但相比社会功能价值替代,社会存在价值替代风险感知更强;风险感知(安全性和危险性)构成的2×2情境组合形成不同消费态度。本研究为HIR领域的营销研究延展了新的认知范围。

This article focuses on Humanoid Intelligent Robots(HIRs).HIRs have the shape of a human being,can communicate and express emotions with humans,and even can participate in employment like humans.It is still unclear whether and how humanoid intelligent robots evoke consumers’risk perception in our daily life,and what kind of consumption attitudes is formed.Based on Mr.Fei Xiaotong's Differential Mode of Association(chaxugeju),the HIR social value substitution hierarchy(social function value substitution and social presence value substitution)is expanded and formed,which focuses on ego and follows the hierarchy of kinship(i.e.blood relationship),friendship(i.e.geography),intelligence and physical labor(i.e.karmic connection).Based on the theories of decision making under risk,this article considers the social value substitution attributes of HIR as the major variables.The effects of social value substitution and risk perception on the formation of different consumption attitudes are tested by three experiments,in which MBA students are participants.The results of the study show that,HIR social value substitution consists of two dimensions:social function value substitution and social presence value substitution.More specifically,physical labor substitution and intelligence substitution belong to the category of social function value substitution.|Friendship substitution,kinship substitution and ego substitution belong to the category of social presence value substitution.Besides,HIR social value substitution positively affects customers’social value risk perceptions,while social presence value substitution leads to higher risk perception compared to social function value substitution.Furthermore,the 2×2 contextual combinations of social function value risk perception(safety/danger)and social presence value risk perception(safety/danger)trigger trust,stability or antagonistic consumption attitude.This research extends a new cognitive scope for marketing research in the HIR field.