人脸识别技术对消费者独特性寻求的影响

Influence of Face Recognition Technology on Consumers′ Uniqueness Seeking

随着人工智能技术的发展,人脸识别技术正渗入消费者生活的各类场景,其作为一种新兴的环境线索可能对消费者的心理产生与传统身份认证方式完全不同的影响。然而,鲜有研究对此问题进行探讨,目前关于人脸识别在消费者行为领域的影响知之甚少。基于独特性理论和自我概念理论,构建人脸识别场景对消费者独特性寻求行为影响的研究模型,运用实验方法,综合在线实验、实验室实验和田野实验,通过Spss软件中的Logit分析、ANOVA分析和bootstrap分析,检验人脸识别场景对消费者独特性寻求行为的影响机理,揭示自我独特性感知在其中的中介作用。实验1为在线实验,通过想象的方式操控人脸识别体验,发现人脸识别场景能提升消费者选择独特款钥匙扣的比例。实验2为实验室实验,设置模拟签到的环节进行人脸识别场景的操控,证明人脸识别增强消费者对独特款长尾夹的相对偏好。实验3为在线实验,通过回忆的方式操控人脸识别体验,发现自我独特性感知在人脸识别场景增强消费者独特性寻求的效应中起中介作用。实验4为田野实验,在真实的环境中,发现经历人脸识别后的消费者对独特性读书会有更高的偏好。从理论上,拓展了人工智能时代消费者行为领域关于环境线索的研究,有助于更好地理解人脸识别场景下消费者的独特性寻求行为。从实践上,可以为独特、小众、差异化的企业在人脸识别环境下的营销布局和定位提供策略指导。

With the development of artificial intelligence technology, face recognition technology is being applied to various kinds of daily consumer scenes. As a brand-new kind of environmental cue, the face recognition scenes may exert completely different potential impact on consumer psychology compared to traditional identity authentication ways. However, few studies have investigated into this issue, and little is known about the impact of face recognition experience in the field of consumer behavior at the present.Based on the uniqueness theory and self-concept theory, this study constructed a research model of the impact of face recognition scene on consumers′ uniqueness seeking behavior. In order to verify the theoretical model, this study adopted experimental research methods, integrating online experiments, laboratory experiments and field experiments. And by using the data analysis methods including logit analysis, ANOVA analysis and bootstrap analysis in Spss software, this study revealed the influence mechanism of the face recognition scene on consumers′ uniqueness seeking behavior, and demonstrated that the perceived self-uniqueness played the mediating role in the effect.Experiment 1 is an online experiment. The face recognition experience of participants is activated by imagination. The results reveal that the face recognition scene can improve the proportion of consumers choosing unique Keyrings. Experiment 2is a laboratory experiment, which arranges a pretended check-in process to manipulate the face recognition scene, and proves that by experiencing face recognition scene, consumer′s relative preference for the unique long tail clip can be enhanced. Experiment 3 is an online experiment, which activates the feeling of going through face recognition by the way of recall, and finds that self-uniqueness perception plays a mediating role in the effect of face recognition scene enhancing consumers′ uniqueness seeking tendency. Experiment 4 is a field experiment, which demonstrates the effect of face recognition in the real environment, it is found that consumers who have experienced face recognition will have a higher preference for unique reading club.For theoretical contribution, this study expanded the comprehension of environmental cues in the research area of consumer behavior under the era of artificial intelligence, which is inductive to better understand the unique seeking behavior when consumers experiencing the face recognition technology. From the perspective of practical implication, the results can help enterprises make better marketing decisions in the face recognition environment, besides, providing strategic marketing guidance for products and enterprises positioning in unique, niche and differentiation to benefit from the new kind of environmental cue face recognition.