消费者对AI服务与人工服务体验的满意度研究——基于不同服务场景下实验设计

Research on Consumer Satisfaction with AI Services vs.Human Service Experiences——Design of experiments based on different service scenarios

随着人工智能的快速发展,服务业面临着一个重要课题:究竟是人工服务还是人工智能(AI)服务更能让消费者满意?为了探究这个问题,本文基于任务技术匹配理论,将服务方式与服务场景、感知服务质量、顾客满意度以及顾客社交焦虑特质纳入统一的理论模型,考察这些变量的交互作用对顾客满意度的影响机制。实验结果表明:在认知—分析类服务场景下,顾客对AI服务满意度高于人工服务;在情感—社交类服务场景下,顾客对人工服务满意度高于AI服务;感知服务质量在其中起到中介作用;顾客社交焦虑起到调节作用。基于此,应根据服务场景特征选择相匹配的服务方式,围绕顾客需求不断提高服务质量,为不同特质的顾客提供适合的服务方式。

With the rapid development of artificial intelligence,the service industry is facing an important issue:is there whether human or artificial intelligence(Al)services are more satisfying to consumers?In order to explore this issue,this paper,based on the task-technology matching theory,incorporates the service mode and service scenario,perceived service quality,customer satisfaction,and customer social anxiety traits into a unified theoretical model,and examines the mechanism by which the interactions of these variables affect customer satisfaction.The experimental results show that in the cognitive-analytical service scenarios,customer satisfaction with AI service is higher than human service;In the emotional-social service scenarios,customer satisfaction with human service is higher than AI service;Perceived service quality plays a mediating role;And cus-tomer social anxiety plays a moderating role.Based on this,we should choose the matching service mode according to the characteristics of the service scene,continuously improve the service quality around the customers'needs,and provide suitable service mode for customers with different qualities.