人工智能产品“协助者”与“替代者”形象对消费者评价的影响  

The Influence of"Facilitators"vs."Substitutes"Image of Artificial Intelligence Products on Consumer Evaluation

作　　者：王欣 朱虹[2] 姜帝 夏少昂 肖春曲 Wang Xin;Zhu Hong;Jiang Di;Xia Shao'ang;Xiao Chunqu

机构地区：[1]河海大学商学院 [2]南京大学商学院 [3]南京师范大学中国法治现代化研究院

出　　处：《复印报刊资料（市场营销）》2022年第5期3-14,共12页

基　　金：国家社会科学基金重大项目(19ZDA362)资助。

摘　　要：得益于人工智能技术的革新,人工智能消费市场近年来发展迅速。然而,消费者对人工智能产品仍存在担忧与焦虑,这些负面态度可能源于“人工智能取代人类”的感知所引起的身份认同威胁。本文提出,将人工智能的形象从替代者转变为协助者,能够减轻消费者对人工智能产品的抗拒。本研究在具体的消费和服务情境中,考察人工智能产品形象(协助者vs.替代者)是否会对消费者评价产生影响,并探索其解释机制和边界条件。本文通过五个实验研究发现,相对于替代者形象,消费者对协助者形象的人工智能产品或服务的感知身份认同威胁较小,因而评价更高。这一效应受到消费者既有的人工智能风险观念和自我肯定的调节。具体而言,这一效应当消费者的人工智能风险观念较强时存在,而当消费者的人工智能风险观念较弱和.给予消费者较强的自我肯定时则会消失。本研究结果丰富了消费者对人工智能态度的研究,从人工智能形象视角剖析了消费者对人工智能消极评价的来源,为人工智能产品和服务如何选择合适的形象定位和宣传语言提供了指导。The rapid innovation of artificial intelligence technology promotes the development of the artificial intelligence product market.However,consumers seem to have negative attitudes towards artificial intelligence products and services,such as prejudice and aversion.Those negative attitudes are rooted in the identity threat perception that artificial intelligence might substitute humans.This article proposes that turning the image of artificial intelligence from substitutes to facilitators can alleviate human resistance to artificial intelligence products.This research examines whether consumers'perceptions of artificial intelligence products(facilitators vs.substitutes)make a difference in consumer evaluation,and explores underlying mechanisms and boundary conditions.By four studies,this research shows that,compared to the substitute image,consumers perceive less identity threat to the AI products with the facilitator image,therefore consumers report higher evaluations.This effect is mediated by consumers'opinions of artificial intelligence threats and self-confirmation.Specifically,this effect only exists when consumers perception of artificial intelligence threat is strong.On the other hand,when consumers'risk perception of artificial intelligence is weak,the effect disappears.This effect disappears when consumers are given stronger self-confirmation.The current research enriches the literature on consumer attitudes towards artificial intelligence by analyzing the source of consumers'negative attitudes towards artificial intelligence technology from the perspective of artificial intelligence images,and provides guidance for brands to choose appropriate brand images and communication language to promote artificial intelligence products and services.

关 键 词：人工智能 协助 替代 身份认同威胁 消费者评价 

分 类 号：F274[经济管理—企业管理] F49[经济管理—国民经济]