AI客服沟通风格对用户复用意愿的影响研究

Research on the Influence of AI Customer Service Communication Style on User’s Reuse Intention

近年来,随着人工智能技术水平的不断提高,很多企业开始将AI客服纳入企业服务之中,将其作为新型服务来改善用户体验。在AI客服应用领域中,主要以服务用户为主,AI客服作为聊天机器人中的一种,可以在一定程度上代替人力资源,实现降本增效。因此,本文基于社会感知理论和刺激–机体–反应理论(S-O-R),探查AI客服的沟通风格对用户复用意愿的影响。首先通过预实验来检验AI客服沟通风格操作是否成功,接着通过两个正式实验收集数据,分别对研究假设进行实证分析。实验结果表明,不同的沟通风格会对用户社会感知以及用户复用意愿产生不同的影响,并且社会临场感在影响机制中存在中介效应。本文研究结果在一定程度上为企业设计AI客服提供理论指导和借鉴。In recent years, with the continuous improvement of artificial intelligence technology, many enterprises have begun to incorporate AI customer service into enterprise services as a new service to improve user experience. In the application field of AI customer service, it mainly focuses on serving users. As a kind of chat robot, AI customer service can replace human resources to some extent, so as to reduce costs and increase efficiency. Therefore, based on social perception theory and stimulus-body-response theory (S-O-R), this paper explores the influence of communication style of AI customer service on users’ reuse intention. Firstly, the pre-experiment is used to test whether the communication style operation of AI customer service is successful, and then two formal experiments are used to collect data and make empirical analysis on the research hypotheses respectively. The experimental results show that different communication styles will have different effects on users’ social perception and users’ willingness to reuse, and social presence has an intermediary effect in the influence mechanism. The research results of this paper provide theoretical guidance and reference for enterprises to design AI customer service to some extent.