如何增加消费者对人工智能语音助手的持续使用意愿?拟人化特征的作用

IF 7.1 3区 管理学 Q1 BUSINESS Electronic Markets Pub Date : 2023-11-27 DOI:10.1007/s12525-023-00681-0
Peiyu Zhou, Yuguang Xie, Changyong Liang
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引用次数: 0

摘要

人工智能(AI)语音助手具有巨大的市场潜力,可以通过语音交互提供多种服务。然而,拟人化特征对消费者心理感知和持续使用意愿的影响,特别是不同年龄段的消费者,仍未得到充分探讨。为了解决这一研究缺口,我们采用心理知觉理论、刺激-机体-反应模型和认知负荷理论来进行研究模型。以303份调查问卷为样本,通过偏最小二乘分析对研究模型和假设进行评估。研究结果表明,这些特征对缓解孤独感和增强感知有用性有积极的影响。此外,孤独感的缓解和感知有用性对消费者的持续使用意愿有促进作用,并在拟人化特征与持续使用意愿之间起到中介作用。此外,拟人化特征对心理知觉的影响在不同年龄组之间存在差异。本研究增强了对人工智能语音助手的拟人化特征对消费者心智感知和持续使用意愿的影响的理解,为产品开发者和营销人员提供了有价值的见解,以提升消费者体验。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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How to increase consumers’ continued use intention of artificial intelligence voice assistants? The role of anthropomorphic features

Artificial intelligence (AI) voice assistants possess significant market potential and offer diverse services through voice interaction. However, the influence of anthropomorphic features on consumers’ mind perception and continued use intention, particularly across various age groups, remains underexplored. To address this research gap, we employ mind perception theory, the stimulus–organism-response model, and cognitive load theory to conduct a research model. Using a sample of 303 survey responses, we evaluate the research model and hypotheses through partial least squares analysis. Findings reveal that these features positively affect alleviating loneliness and enhancing perceived usefulness. Additionally, the alleviation of loneliness and perceived usefulness contribute to consumers’ continued use intention and mediate the relationship between anthropomorphic features and continued use intention. Furthermore, the effect of anthropomorphic features on mind perception varies across age groups. This research enhances understanding of the influence of anthropomorphic features on consumers’ mind perception and continued use intention of AI voice assistants, providing valuable insights for product developers and marketers to enhance the consumer experience.

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来源期刊
Electronic Markets
Electronic Markets Multiple-
CiteScore
14.80
自引率
15.30%
发文量
85
期刊介绍: Electronic Markets (EM) stands as a premier academic journal providing a dynamic platform for research into various forms of networked business. Recognizing the pivotal role of information and communication technology (ICT), EM delves into how ICT transforms the interactions between organizations and customers across diverse domains such as social networks, electronic commerce, supply chain management, and customer relationship management. Electronic markets, in essence, encompass the realms of networked business where multiple suppliers and customers engage in economic transactions within single or multiple tiers of economic value chains. This broad concept encompasses various forms, including allocation platforms with dynamic price discovery mechanisms, fostering atomistic relationships. Notable examples originate from financial markets (e.g., CBOT, XETRA) and energy markets (e.g., EEX, ICE). Join us in exploring the multifaceted landscape of electronic markets and their transformative impact on business interactions and dynamics.
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