摘要
伴随互联网时代的深入发展,人工智能应用已渗透到服务消费中诸多方面,人工智能信息透明与顾客契合的关系亟须探索。本文构建了人工智能信息透明与顾客契合关系的理论框架,探讨顾客AI信任的中介效应以及AI拟人化的调节作用。研究结果显示:AI信息透明对顾客契合行为存在显著积极影响;根据中介效应分析,发现AI信任在AI信息透明对顾客契合的影响关系中具有中介作用;通过调节效应分析,发现AI拟人化调节AI信息透明与顾客AI信任的关系,AI拟人化调节AI信息透明与顾客契合的关系。基于此,在AI服务中的拟人化程度要可控,AI系统服务提供商既要加大AI服务信息透明度,也要重视顾客对AI信任。
With the in-depth development of the Internet era, artificial intelligence applications have penetrated into many aspects of service consumption. The relationship between artificial intelligence information transparency and customer engagement needs to be explored urgently. This paper constructs a theoretical framework of the relationship between AI information transparency and customer engagement, and discusses the mediating effect of customer AI trust and the moderating effect of AI anthropomorphism. The research results show that: AI information transparency has a significant positive impact on customer engagement behavior;according to the mediation effect analysis, it is found that AI trust has a mediating role in the impact of AI information transparency on customer engagement;Through the adjustment effect analysis, it is found that AI personification adjusts the relationship between AI information transparency and customer AI trust, and AI personification adjusts the relationship between AI information transparency and customer engagement. Based on this, the degree of personification in AI services should be controllable. AI system service providers should not only increase the transparency of AI service information, but also attach importance to customers’ trust in AI.
作者
杨志勇
翟少铃
Yang Zhiyong;Zhai Shaoling
出处
《价格理论与实践》
北大核心
2022年第4期193-196,共4页
Price:Theory & Practice
基金
国家社会科学基金重点项目“人工智能时代人机交互模式对价值共创的影响研究”(21AGL016)。
关键词
AI信息透明
顾客契合
顾客AI信任
拟人化
AI information transparency
customer engagement
customer AI trust
personification