“名人形象”会使智能语音助手更受消费者青睐吗?——心流体验的中介作用

Will “Celebrity Image” Make Intelligent Voice Assistants More Popular with Consumers?——The Mediation of Flow Experience

以智能语音助手为代表的人工智能产品在全球范围内迅速崛起,为消费者带来便利的同时也为企业开辟了新的业务模式。随着市场竞争愈演愈烈,智能语音助手也出现了同质化严重、内容重叠度高等问题。以往仅仅满足消费者功能需求的产品设计思路难以在竞品中建立优势。为了解决这一问题,企业开始将产品与名人形象相结合。本文从产品形象的角度研究了智能语音助手“名人形象”和“AI形象”对消费者使用意愿的影响以及内在影响机制。研究发现采用“名人形象”的智能语音助手能提高消费者使用意愿,心流体验在该过程中起到了中介作用,消费者创新性和情感依恋对该中介路径具有调节效应。本文的结论丰富了智能语音助手产品形象的相关研究,也进一步剖析了智能语音助手“名人形象”和“AI形象”对消费者使用意愿影响的具体原因,开辟了名人效应在人工智能应用中的理论研究新路径,为企业的智能语音助手产品设计选择名人形象以及营销策略的制定提供了理论指导。

Artificial intelligence applications represented by intelligent voice assistants are rapidly rising around the world,bringing convenience to consumers and opening up new business models for enterprises.As market competition intensifies,intelligent voice assistants have also experienced serious homogeneity and high content overlap.Previous product design ideas that only met the functional needs of consumers were difficult to establish an advantage in competing products.In order to solve this problem,companies combined products with celebrity images.This paper studies the influence of “celebrity image” and “AI image” on consumers' intention to use and its internal mechanism from the perspective of product image.This study finds that intelligent voice assistants using celebrity images enjoys a higher intention of use by consumers.The flow experience plays a mediating role in this process.Consumer innovation and emotional attachment have moderating effects on this mediating pathway.The conclusion of this paper enriches the relevant research on the product image of intelligent voice assistants,analyzes the specific reasons for the influence of intelligent voice assistant's “celebrity image” and “AI image” on consumers' intention to use,develops a new theoretical research path for the celebrity effect in the artificial intelligence application design,and formulates theoretical guidance for marketing strategies.