人机交互感知的形成能促进顾客采纳行为吗——基于媒介丰富度理论视角  

Can the Formation of Human-computer Interaction Perception Promote Customers’ Adoption Behavior:From the Perspective of Media Richness Theory

作　　者：沈鹏熠 万德敏 许基南[1] SHEN Peng-yi;WAN De-min;XU Ji-nan(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032,China)

机构地区：[1]江西财经大学工商管理学院,江西南昌330032

出　　处：《广东财经大学学报》2022年第5期55-67,共13页Journal of Guangdong University of Finance & Economics

基　　金：江西省社会科学基金项目(21GL56D,20GL13)。

摘　　要：.移动网络技术和人工智能越来越多地应用到新零售中,如何利用人机交互设计发挥智能服务技术对顾客采纳行为的积极影响至关重要。从媒介丰富度理论视角出发,系统分析新零售情境中人机交互感知的形成机理及其对顾客采纳行为的影响,通过线上线下混合调查方法,对386份新零售购物者样本进行实证分析。结果发现:信息丰富度和社会互动需求均对人机交互感知和顾客采纳行为产生了正向影响;人机交互感知在信息丰富度和社会互动需求对顾客采纳行为的影响中发挥了积极的中介作用;信息素养和数字技能正向调节了信息丰富度和社会互动需求对人机交互感知的影响。研究结论扩展和丰富了现有人机交互、顾客采纳行为以及营销理论研究的边界及相关文献,对新零售企业改善人机交互设计以增强顾客关系具有一定启示作用。When mobile network technology and artificial intelligence are more and more applied to new retail,it is important for us to know how to use human-computer interaction design to give full play to the positive impact of intelligent service technology on customers’ adoption behavior. From the perspective of media richness theory,this study systematically analyzes the formation mechanism of human-computer interaction perception and its impact on customers’ adoption behavior in the new retail context. Through the empirical analysis of 386 samples of new retail shoppers with the online and offline mixed survey method,the results show that information richness and social interaction needs both have a positive impact on humancomputer interaction perception and customers’ adoption behavior;human-computer interaction perception plays an active intermediary role in the impact of information richness and social interaction needs on customer adoption behavior;moreover,information literacy and digital skills positively regulate the impact of information richness and social interaction needs on human-computer interaction perception. The findings of this study expand and enrich the boundaries and relevant literature of existing human-computer interaction,customers’ adoption behavior and even marketing theory,and have important enlightenment for new retail enterprises to improve human-computer interaction design to enhance customer relationship.

关 键 词：新零售 人机交互 信息素养 数字技能 顾客采纳行为 社会互动需求 媒介丰富度理论 

分 类 号：F713[经济管理—产业经济] TP391.9[自动化与计算机技术—计算机应用技术]