当机器人也有体验时——人机共生体验的研究脉络、理论视角和未来研究

When Robots Also Have an Experience:Research Context,Theoretical Perspective,and Future Research on Human-machine Symbiotic Experience

语音助理等智能机器的应用和普及,预示着人类已处于万物互联、实时交互的人机共生的数字生态系统中,这给所有参与者及其组合带来全新的体验,即人机共生体验(Human-machine Symbiosis Experience,简称HSX),是指在万物互联的人和机器共生的状态中,所有参与其中的各类主体即人、机器以及人和/或机器构成的各种组合实时交互后给这些主体带来的体验,这类体验具有实时性、涌现性、交互性和迭代性等特征。本文基于客户体验、人机共生的相关研究脉络、理论视角与机制研究的梳理,得出现有客户体验的理论视角包含消费者文化理论、价值共创理论和心流理论,已不足以涵盖HSX,且对HSX的形成机理和作用效能仍知之甚少,严重制约其作用的发挥。为此,本文基于人机共生相关客户体验理论即组合理论、涌现理论、螺旋理论,提出了人机共生体验的三个未来研究:①人机共生体验内涵及结构;②人机共生体验形成过程;③人机共生体验的作用机制。从而为人机共生体验理论在营销领域的发展提供未来研究方向。HSX蕴含的福利和经济价值随着“机器在与人以及彼此交互中拥有自己独特的能力和体验”而得到强化,在营造乐趣、启迪智慧、传播美感和转移关注基础上带来多元繁荣,为赋能经济发展、丰富人民生活作出贡献。

The application and popularization of intelligent machines such as voice assistants indicate that humans are already in a digital ecosystem of interconnected and real-time interaction between humans and machines.This brings a new experience to all participants and their combinations,namely the human-machine symbiotic experience(HSX),which refers to the experience that all participating entities,including humans,machines,and various combinations composed of humans and/or machines,bring to these entities after real-time interaction in the symbiotic state of interconnected humans and machines.This experience has characteristics such as real-time,emergence,interactivity,and iteration.Based on the research context,theoretical perspectives,and mechanisms of customer experience and human-machine symbiosis,this paper points out that the existing theoretical perspectives on customer experience include consumer culture theory,value co creation theory,and flow theory,which are insufficient to cover HSX.Moreover,little is known about the formation mechanism and effectiveness of HSX,thus seriously restricting its effectiveness.Therefore,this study proposes three future studies on human-machine symbiosis experience based on customer experience theories related to human-machine symbiosis,namely combination theory,emergence theory,and spiral theory:①the connotation and structure of human-machine symbiosis experience;②The formation process of human-machine symbiotic experience;③The mechanism of human-machine symbiotic experience.This provides future research directions for the development of human-machine symbiotic experience theory in the field of marketing.The welfare and economic value contained in HSX are strengthened by“the unique abilities and experiences that machines possess in interacting with humans and with each other”.By creating fun,inspiring wisdom,spreading beauty,and shifting attention,HSX brings diverse prosperity and contributes to empowering economic development and enriching people’s lives.