品牌智能代言人的用户互动意愿影响因素研究

Research on Influencing Factors of User’s Interaction Intention for AI Brand Spokesperson

品牌智能代言人是依托知识库、自然语言理解、语音识别、语音合成、计算机视觉、多模态模型等人工智能技术生成的,在表现形式上具有拟人性,代表特定品牌利益,并与被代言品牌存在商业关联的多模态数字人。品牌智能代言人对于互联网用户而言是一种全新的互动体验,用户互动意愿直接影响着品牌智能代言人营销闭环的实现,值得深入探究。本文采用问卷调查法,研究品牌智能代言人的用户互动意愿影响因素,研究发现,互联网用户寻求陪伴的倾向、互联网用户对品牌智能代言人的有用性感知、独特性感知、品牌智能代言人的外貌特征、积极的信息环境等,对互动意愿有正向影响。基于这些发现,本文提出品牌在选择和使用智能代言人时,应明确企业定位,善用智能代言人的“独特性”;优化功能体验,借“即时性”突破场景限制;营造积极的信息环境,激发用户互动意愿。

Brand AI Spokesperson is generated by AI technologies such as Knowledge Base,Natural Language Understanding,Speech Recognition,Speech Synthesis,Computer Vision,Multimodal Model,and so on.It is a kind of Multi-modaldigital person that are anthropomorphic in form,represent the interests of specific brands,and have commercial association with the endorsed brands.This paper explores the factors influencing consumers’willingness to interact with brand AI spokesperson.The results show that:the tendency of consumers to seek companion,perceived usefulness as well as perceived uniqueness of AI spokesperson,the appearance characteristics of AI spokesperson and positive information environment have a positive impact on the willingness to interact.Based on the empirical research findings,this paper proposes that when selecting and using AI spokespersons,brand owners should study and judge the enterprise positioning and make good use of the uniqueness of AI spokespersons;Optimize the function experience and break through the scene limitation by the instantaneity;Create a positive information environment and stimulate users’willingness to interact.