服务机器人拟人化程度对顾客多样化行为的影响机制研究  

Research on the Influence Mechanism of Service Robot Anthropomorphism on Customers'Variety-Seeking Behavior

作　　者：李先国[1] 郑琛誉[1] Li Xianguo;Zheng Chenyu(School of Business,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《工业技术经济》2021年第5期130-137,共8页Journal of Industrial Technological Economics

摘　　要：本文基于服务机器人外观角度,通过4组实验研究,探索了服务机器人拟人化程度对顾客多样化寻求行为的影响机制以及边界条件。实证结果表明:(1)服务机器人的拟人化程度会影响顾客多样化寻求倾向,相比于低拟人化,高拟人化的服务机器人能够导致更高的顾客多样化寻求行为;(2)新奇感知通过影响顾客的转换程度在拟人化程度对多样化寻求行为的影响中起中介作用;(3)身份威胁感知通过影响顾客选择数量在拟人化程度对多样化寻求行为的影响中起中介作用;(4)顾客的技术准备程度在拟人化对新奇感的影响中起调节作用。本文丰富了服务机器人拟人化设计和应用的理论解释,发展了顾客多样化寻求行为的影响因素,并对服务机器人的营销实践提出了指导意见。Based on the perspective of the appearance of service robots,this paper explores the influence mechanism and boundary condition of the degree of service robot anthropomorphism on customers'variety-seeking behavior through 4 sets of experimental studies.The empirical results show that:(1)the degree of service robot anthropomorphism will affect customers'varietyseeking behavior tendency.Compared with low anthropomorphism,high service robot anthropomorphism can lead to higher customers'variety-seeking;(2)perceived novelty plays the role as mediator between service robot anthropomorphism and customers'varietyseeking behavior by influencing the degree of customer conversion;(3)perceived identity threat plays the role as mediator between service robot anthropomorphism and customers'variety-seeking behavior by influencing the number of customer choices;(4)customers technical readiness is the moderator of anthropomorphism on novelty.This article enriches the theoretical explanations of the anthropomorphic design and application of service robots,develops the influencing factors of customers'variety-seeking,and provides guidance on the marketing practice of service robots.

关 键 词：服务机器人拟人化 多样化寻求行为 新奇感 身份威胁 技术准备度 中介效应 

分 类 号：F407[经济管理—产业经济] F719