拟人化沟通对购买意愿的差异化影响

The Differential Effect of Anthropomorphic Communication on Purchase Intention

智能客服普及范围广泛,应用场景多元,但智能客服回答标准化、反馈内容不合理是困扰消费者的主要痛点。研究利用刻板印象内容模型,从拟人化沟通(温情型和能力型)与产品类别(享乐品和实用品)两个层面构建其交互作用模型,探讨拟人化沟通与产品类别如何共同影响消费者购买意愿。通过3个情景模拟实验证明,智能客服采用温情型沟通推荐享乐品,能够有效激发消费者情感价值,进而提高购买意愿。智能客服采用能力型沟通推荐实用品,能够有效激发消费者实用价值,进而提高购买意愿。研究聚焦智能客服沟通困境,拓展了拟人化沟通方式的研究范围,丰富了特定场景感知价值对消费者行为影响,同时在实践中为企业制定个性化的智能客服沟通策略提供了有力支持。

Intelligent customer service has a wide range of popularity and diverse application scenarios,but the standardized answer and unreasonable feedback content of intelligent customer service are the main pain points plaguing consumers.Using the stereotype content model,the study constructs an interaction model between anthropomorphic communication(warm and competent)and product categories(hedonic and practical products),and explores how anthropomorphic communication and product categories jointly affect consumers'purchase intention.Through three scenario simulation experiments,it is proved that intelligent customer service adopts warm communication to recommend hedonic products,which can effectively stimulate consumers'emotional value and thus increase their purchase intention.Intelligent customer service adopts competence-based communication to recommend practical products,which can effectively stimulate the practical value of consumers and thus increase their purchase intention.The research focuses on the communication dilemma of intelligent customer service,expands the research scope of anthropomorphic communication mode,enriches the influence of the perceived value of a specific scene on consumer behavior,and provides strong support for enterprises to formulate personalized intelligent customer service communication strategies in practice.