Ai机器人顾问拟人化：拟人化诉求和监管聚焦对投资行为的影响

IF 12.7 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY ACS Central Science Pub Date : 2023-09-01 DOI:10.1016/j.jbusres.2023.114039

Tae Hyun Baek , Minseong Kim

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引用次数: 4

摘要

基于拟人化和监管焦点理论，本研究考察了人工智能（AI）驱动的机器人顾问人性化对投资行为的影响。在三项实验研究中，作者发现，当金融服务营销人员将机器人顾问设计成类似人类而不是机器时，以预防为重点的消费者会有动机投资更多的钱。然而，这种效应在注重促销的消费者中消失了。投资建议的感知确定性被证明介导了机器人顾问拟人化和监管焦点的互动效应。讨论了在金融服务营销策略中使用机器人顾问的理论见解和实际意义。

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Ai robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors

Building on anthropomorphism and regulatory focus theories, this research examines the effect of humanizing artificial intelligence (AI)-powered robo-advisors on investment behaviors. Across three experimental studies, the authors find that when financial service marketers design robo-advisors to resemble humans rather than machines, prevention-focused consumers are motivated to invest more money. However, this effect disappears among promotion-focused consumers. Perceived certainty of investment advice is shown to mediate the interactive effect of robo-advisor anthropomorphism and regulatory focus. Theoretical insights and practical implications for using robo-advisors in financial service marketing strategies are discussed.

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来源期刊

ACS Central Science Chemical Engineering-General Chemical Engineering

CiteScore

25.50

自引率

0.50%

发文量

194

审稿时长

10 weeks

期刊介绍： ACS Central Science publishes significant primary reports on research in chemistry and allied fields where chemical approaches are pivotal. As the first fully open-access journal by the American Chemical Society, it covers compelling and important contributions to the broad chemistry and scientific community. "Central science," a term popularized nearly 40 years ago, emphasizes chemistry's central role in connecting physical and life sciences, and fundamental sciences with applied disciplines like medicine and engineering. The journal focuses on exceptional quality articles, addressing advances in fundamental chemistry and interdisciplinary research.