人脸识别对消费者自我提升类产品偏好的影响研究  

Influence of Facial Recognition on Consumers’Preference for Self-improvement Products

作　　者：黎静仪 李先国[2] 黄元豪 彭慧佳 Li Jingyi;Li Xianguo;Huang Yuanhao;Peng Huijia(Ph.D.in Management from Renmin University of China,Lecturer at the School of Business Administration,Zhejiang University of Finance and Economics;Ph.D.in Management from Renmin University of China,Professor and Ph.D.supervisor at the School of Business,Renmin University of China;Ph.D.in Management from Renmin University of China,Deputy General Manager at Fujian Expressway Financing Investment Co.,Ltd.;School of Business,Lancaster University)

机构地区：[1]浙江财经大学工商管理学院 [2]中国人民大学商学院 [3]福建省高速公路融通投资有限公司 [4]兰卡斯特大学商学院

出　　处：《南开管理评论》2023年第5期181-189,I0036,I0037,共11页Nankai Business Review

基　　金：国家社会科学基金重点项目(19AGL016)资助。

摘　　要：在人工智能时代,人脸识别技术已从科幻片中走出,渗透到消费者的日常场景中,但目前研究主要关注影响消费者对人脸识别技术接受意愿的前置因素,鲜有探讨此新兴场景对消费者行为的后效影响。文章基于自我觉知理论,研究人脸识别场景对消费者自我提升类产品偏好的影响,通过6个实验发现,经历人脸识别场景能增强消费者对自我提升类产品的偏好,在其中自我关注起到了中介作用。此外,研究还发现自我接纳水平调节了人脸识别场景对消费者自我提升类产品偏好的影响。文章创新性地将人脸识别场景作为环境线索引入消费者行为的研究,丰富了自我提升类产品领域的研究,也为企业的营销决策提供了借鉴。In the age of artificial intelligence,facial recognition scenarios such as“face payment,”“face package collection,”“face security check,”“face unlocking,”and“face temperature measurement”have moved from science fiction to become part of consumers’daily lives.However,current research mainly focuses on the antecedent factors that influence consumers’acceptance of facial recognition,with few studies exploring the subsequent effects of this emerging scenario on consumer behavior.Compared to traditional methods of identity extraction and verification,facial recognition offers a new interactive process,such as the naturalness of recognizing by face,the non-mandatory nature of not requiring active cooperation,and the uniqueness based on the difficulty of replicating facial features.How this new interactive experience will affect consumers’psychology and behavior is worth further investigation.Facial recognition is a biometric authentication technology based on facial feature information,colloquially known as“face-swiping.”Since face is a primary representation and concentration of personal information,as well as the most vital credential for individuals to demonstrate and distinguish themselves to the outside world,facial recognition’s prominent feature is its emphasis and highlight on facial image,usually accompanied by self-reflection.Therefore,experiencing facial recognition can direct consumers’attention to themselves,enhancing their self-focus.According to self-awareness theory,once consumers’self-focus is enhanced,the evocation of self-identity will strengthen consumers’self-regulation,reinforcing the tendency of comparing oneself with the ideal self.Hence,self-focus will promote consumers’preference for self-improvement products.However,for consumers with a high degree of self-ac-ceptance,the gap between their actual self and ideal self is smaller,thus,the degree of self-acceptance is the boundary condition for the positive effect of facial recognition on self-improvement p

关 键 词：人脸识别 自我提升类产品偏好 自我关注 自我接纳 

分 类 号：F713.55[经济管理—市场营销]