服务机器人拟人化对酒店顾客情感和交易意向的影响研究  

Research on the Effect of Service Robot Anthropomorphism on Hotel Customers'Emotion and Transaction Intention

作　　者：宋潇潇 李云鹏[1] 唐悦 谷慧敏[3] SONG Xiaoxiao;LI Yunpeng;TANG Yue;GU Huimin(Capital University of Economics and Business,Beijing 100070;Beijing Hospitality Institute,Beijing 102601;Beijing International Studies University,Beijing 100024)

机构地区：[1]首都经济贸易大学工商管理学院,北京100070 [2]北京第二外国语学院中瑞酒店管理学院,北京102601 [3]北京第二外国语学院旅游科学学院,北京100024

出　　处：《首都经济贸易大学学报》2023年第5期79-94,共16页Journal of Capital University of Economics and Business

摘　　要：基于恐怖谷理论和刻板印象内容模型,选取酒店礼宾问询和前台入住接待两类不同的服务场景,通过三组实验研究,探究机器人外观拟人化对情感型营销结果(顾客-机器人依恋)和交易型营销结果(顾客再次使用意向)的影响机制以及边界条件。研究结果表明,相比于低机器人外观拟人化水平,高拟人化水平更能够有效强化情感型营销结果,即顾客-机器人依恋;相比于低机器人外观拟人化水平,高拟人化水平更能够强化顾客的温暖与能力感知;进一步地,机器人外观拟人化通过感知温暖的中介作用影响顾客-机器人依恋和再次使用意向。此外,关系规范取向正向调节感知温暖对顾客-机器人依恋的影响关系;无论顾客的关系规范取向是情感导向还是交易导向,感知温暖在机器人外观拟人化和顾客-机器人依恋之间的中介效应均得到加强。研究结论为酒店使用拟人化服务机器人重塑顾客体验提供了理论依据。Based on the uncanny valley theory and the stereotype content model,this study explores the mechanism and boundary conditions of robot anthropomorphism on relational marketing outcome(customer-robot attachment)and transactional marketing outcome(continuous intention to use robots)through three groups of experiments in two different service scenarios of hotel concierge and check-in services.The results show that there are significant differences in the effects of the level of robot anthropomorphism on customer-robot attachment,but no significant differences on customers'continuous intention to use robots.The higher the robot anthropomorphism level,the more positive the customer-robot attachment.Moreover,the effects of the level of robot anthropomorphism on perceived warmth and perceived competence are significantly different.Specifically,there are significant differences in perceived warmth and perceived competence between high and low groups.The higher the robot anthropomorphism level,the more positive the warmth perception and competence perception.Furthermore,robot anthropomorphism affects customer-robot attachment and customers'continuous intention to use robots through the mediating role of perceived warmth.Besides,relationship norm orientation positively moderates the effect of perceived warmth on customer-robot attachment.The mediating effect of perceived warmth between robot anthropomorphism and customer-robot attachment is enhanced irrespective of whether the customer relationship norm orientation is communaloriented or exchange-oriented.This study makes several theoretical contributions regarding customer response to hotel robot service.First,this study advances service robot literature by exploring the effects of different levels of robot appearance anthropomorphism on customer-robot attachment and customers'continuous intention to use robots.Second,this study extends the application of the stereotype content model in hotel human-robot interaction contexts.Third,this study discovers the boundary role of

关 键 词：酒店 机器人拟人化 情感型-交易型营销结果 感知温暖 感知能力 关系规范取向 

分 类 号：F719.2[经济管理—产业经济] F713.5