拟人化有助于缓解机器人服务失败后的顾客不满吗?——责任归因的中介作用  

Can Personification Help Alleviate Customer Dissatisfaction after Robot Service Failure?Mediating Role of Attribution of Responsibility

作　　者：汪旭晖[1] 苏晨 WANG Xuhui;SU Chen(Dongbei University of Finance and Economics,Dalian 116025)

机构地区：[1]东北财经大学,辽宁大连116025

出　　处：《财贸研究》2023年第6期57-70,共14页Finance and Trade Research

基　　金：国家社会科学基金重大项目“融媒体环境下互联网平台型企业现代治理模式研究”(20&ZD322);国家自然科学基金项目“消费者如何处理复杂信息?平台型电商情境下信号的超载、冲突、噪声对买家决策的影响”(71972030);辽宁省科学事业公益研究基金(软科学研究计划)项目“数字科技创新引领辽宁数字经济产业高质量发展的路径与政策研究”(2022JH4/10100046)。

摘　　要：基于归因理论和刻板印象内容模型(Stereotype Content Model,SCM),通过2个实验,探讨服务机器人拟人化程度(高vs.低)对顾客不满的影响以及责任归因的中介作用和服务失败类型(过程失败vs.结果失败)有中介的调节作用。实验结果表明:在服务失败情境下,服务机器人拟人化会负向影响顾客不满;责任归因在服务机器人拟人化影响顾客不满的过程中发挥中介作用;服务失败类型调节了服务机器人拟人化对顾客不满的影响,并调节了责任归因的中介强度。研究结论可以为酒店、餐饮等服务行业制定服务机器人选用策略以及缓解机器人服务失败后顾客的负面反应(顾客不满)提供参考。Based on attribution theory and stereotype content model(SCM),two experiments are con-ducted to investigate the influence of the anthropomorphic degree of service robots(high vs.low)on cus-tomer dissatisfaction,mediating role of attribution of responsibility,and type of service failure(process fail-ure vs.result failure)has a mediating moderating effect.The experimental results show that service robot anthropomorphism negatively affects customer dissatisfaction in the failure of service robot.Attribution of re-sponsibility plays a mediating role in the process of influence of service robot personification degree on cus-tomer dissatisfaction.Service failure type moderates the influence of service robot personification on custom-er dissatisfaction,and moderates the mediating intensity of attribution of responsibility.This study provides a reference for hotel,catering and other service industries to formulate the service robot selection strategy and alleviate the negative reaction of customers(customer dissatisfaction)after robot service failure.

关 键 词：服务机器人 拟人化 服务失败类型 责备归因 顾客不满 

分 类 号：F713.55[经济管理—市场营销] TP242[经济管理—产业经济]