在线零售情境下人机交互感知如何影响消费者幸福感——基于自主性的视角  

How Does Human-Computer Interaction Perception Affect Consumer Well-being in the Online Retail Context?From the Perspective of Autonomy

作　　者：沈鹏熠 万德敏 许基南[1] Shen Pengyi;Wan Demin;Xu Ji'nan(School of Business Administration,Jiangxi University of Finance and Economics;School of Economics and Management,East China Jiaotong University)

机构地区：[1]江西财经大学工商管理学院 [2]华东交通大学经济管理学院

出　　处：《南开管理评论》2021年第6期26-38,I0006,I0007,共15页Nankai Business Review

基　　金：国家自然科学基金重点项目(71832002);国家自然科学基金项目(71762011);国家社会科学基金项目(20BGL118)资助。

摘　　要：人工智能和数字化技术日益应用到在线零售中,如何利用人机交互设计发挥智能技术对消费者幸福感的积极影响至关重要。然而,在线零售情境下人机交互设计如何驱动消费者幸福感提升的研究仍较为薄弱,鲜有研究深入、系统分析在线零售中人机交互与消费者幸福感之间的心理机制。本研究从自主性视角出发,深入分析了人机交互感知不同维度对消费者幸福感的影响机理。通过在线调查方法搜集476个在线购物者样本进行实证分析,结果发现:自主性在感知连通性、感知个性化、感知控制性、感知响应性对实现性快乐和享乐性快乐的影响中发挥积极中介作用;心理抗拒负向调节了感知连通性、感知个性化、感知控制性对自主性的影响;体验购买正向调节了自主性对享乐性快乐的影响。本文整合了主观幸福感和心理幸福感的双元结构,扩展了消费者幸福感的研究情境,明确了人机交互感知对消费者幸福感影响的心理机制及边界条件,对在线零售企业改善人机交互设计及帮助消费者增强长期幸福感有重要启示。Artificial intelligence and digital technology are increasingly applied to online retail scenarios.It is very important to use human-computer interaction design to exert the positive influence of intelligent technology on consumer well-being.However,there has been little research on how human-computer interaction design drives the improvement of consumer well-being in the online retail context.There is few in-depth and systematic studies on the psychological mechanism between human-computer interaction and consumer well-being in online retail.From the perspective of autonomy,this study deeply analyzes the influence mechanism of different dimensions of human-computer interaction perception on consumer well-being.The results show that autonomy mediates the effects of perceived connectivity,perceived personalization,perceived control,and perceived responsiveness on eudaimonia and hedonic enjoyment.Moreover,psychological resistance negatively moderates the effects of perceived connectivity,perceived personalization and perceived control on autonomy,and experience purchase positively moderates the impact of autonomy on hedonic enjoyment.This paper integrates the dual structure of subjective well-being and psychological well-being,expands the research situation of consumer well-being,and clarifies the psychological mechanism and boundary conditions of the impact of human-computer interaction perception on consumer well-being,which has important implications for online retail enterprises to improve human-computer interaction design and help consumers enhance long-term well-being.

关 键 词：人机交互 消费者幸福感 自主性 心理抗拒 体验购买 

分 类 号：TP18[自动化与计算机技术—控制理论与控制工程] F724.6[自动化与计算机技术—控制科学与工程] F274[经济管理—产业经济]