摘要
随着人工智能技术的不断发展,结合人工智能的拟人化产品也得到了广泛应用。拟人化的智能产品与消费者互动过程中的人机交互成为重要的研究课题,而人机信任则在人机交互过程中扮演着重要的角色。文章以基于AI系统的智能个人助理(IPA)为研究对象,针对279份有效样本,运用SPSS和AMOS实证考察了拟人化特征对人机信任的潜在影响机制,检验了人际吸引的媒介效应。研究结果发现,拟人化特征对IPA的任务吸引力和社交吸引力均产生了正向影响,任务吸引力和社交吸引力又积极影响人机信任,任务吸引力和社交吸引力这两个人际吸引的维度起到完全媒介作用。研究从消费者的视角,揭示了IPA拟人化特征对人机信任的潜在影响机制,对人工智能产品的开发和应用提供了一定的理论启示。
With the persistent development of AI technology,AI-based anthropomorphic product has been widely used.HCI in the process of interaction between intelligent products and consumers has become a hot research topic,and trust in human-agent plays an important role in HCI.AI-based intelligent personal assistants(IPAs)as the research object,279 valid samples were used to explored the impact mechanism of anthropomorphism on human-IPAs trust by SPSS and Amos,and tested the mediating effect of interpersonal attrac-tion.Our findings show that anthropomorphism has a positive impact on the task attraction and social attraction of IPAs,which in turn positively affect human-IPAs trust,interpersonal attraction plays full intermediary role.These findings not only reveal the underlying me-chanism of anthropomorphism impacts on human-IPAs trust from the perspective of consumers,but also give some theoretical enlighten-ment for the development and application of AI products.
作者
陈倩倩
陈义涛
CHEN Qian-qian;CHEN Yi-tao(School of Business,Guilin University of Electronic Technology,Guilin Guangxi 541004,China)
出处
《技术经济与管理研究》
北大核心
2021年第8期31-35,共5页
Journal of Technical Economics & Management
基金
2021年广西高校中青年教师科研基础能力提升项目(2021KY0194)
桂林电子科技大学科学研究基金项目(US20059Y、US21016Y)。
关键词
智能语音产品
拟人化特征
人际吸引
人机信任
媒介信任
AI products
Anthropomorphism
Interpersonal attraction
Human-Robot trust
Media trust
作者简介
陈倩倩(1986-),女,山东菏泽人,博士,主要从事消费者心理、高科技营销研究;通讯作者:陈义涛(1986-),男,山东淄博人,博士,副教授,主要从事网络营销、消费者心理研究。
