服务机器人拟人化策略与消费任务类型的交互影响——双重信任视角

The Interactive Effect Between Anthropomorphic Strategy of Service Robot and Consumption Task Type: Perspective of Dual Trust

在人工智能等新技术的赋能下,服务机器人正在向多个细分消费领域渗透。服务机器人与消费者的互动实际上是一种社会交换的过程,需要以信任为基础。已有研究和实践表明,拟人化策略是提升消费者对服务机器人的信任和接受意愿的有效方式,但其也可能产生与预期截然不同的负面影响。这是因为,在不同的消费情境中,消费者对服务机器人拟人化的期望和需求存在差异。拟人化特质可被进一步分为自然特质(人与动物共有的特质)和独有特质(只有人类才具有的特质)两种类型,这为契合不同消费情境下消费者对服务机器人的多样化信任需求提供了新思路。通过3个实验发现:在主观(vs.客观)消费任务情境下,当服务机器人外显拟人化被注入自然特质(vs.独有特质)时,服务机器人会更好地满足消费者的情感信任(vs.认知信任)需求,进而提升消费者的服务满意度。上述结果为服务机器人的设计提供了具体指导,同时丰富了服务机器人及拟人化营销相关领域的学术研究。

Empowered by new technologies such as artificial intelligence,service robots are increasing rapidly in diverse consumption markets.In fact,the interaction between service robots and consumers is a process of social exchange on the basis of trust.Anthropomorphism is one of the common strategies to increase consumers'trust and acceptance in diverse service contexts,but it may trigger some negative effects.This is because consumers have different expectations and needs for the anthropomorphism of service robots in different consumption contexts.Anthropomorphism can be divided into two types:anthropomorphism with human nature traits and with unique human traits,which provides a new idea for satisfying consumers'diversified trust needs for service robots under different consumption situations.Based on three experiments,we find that under subjective service tasks,consumers will enhance their service satisfaction if the service robot is imbued with human nature traits(vs.unique human traits)when it's anthropomorphized externally,and this effect is mediated by emotional trust;however,under objective service tasks,consumers will enhance their service satisfaction if the service robot is imbued with unique human traits(vs.human nature traits)when it's anthropomorphized externally,and this effect is mediated by cognitive trust.The results provide specific guidance for the design of service robots and mainly enrich the literature on service robots and anthropomorphic marketing.