投机取巧还是匠心独运:AI主导设计产品对消费者购买意愿的影响  

Opportunism vs.Ingenuity:The Impact of AI-Led Product Design on Consumer Purchase Intentions

作　　者：李芷莙 李卿逸 肖春曲 朱虹[1] LI Zhi-jun;LI Qing-yi;XIAO Chun-qu;ZHU Hong(Nanjing University,Nanjing 210093;Shaoxing University,Shaoxing 312000,China)

机构地区：[1]南京大学商学院,江苏南京210093 [2]绍兴文理学院商学院,浙江绍兴312000

出　　处：《当代财经》2024年第2期97-110,共14页Contemporary Finance and Economics

基　　金：国家社会科学基金重大项目“社会心理学视角下中国民众信任变化趋势与合作互信促进研究”(19ZDA362)。

摘　　要：人工智能(AI)技术的快速迭代深刻影响着商业世界的各个方面。许多品牌开始考虑使用AI主导新产品设计,使用AI设计如何影响消费者对产品的购买意愿值得深入探究。基于四个实验的研究结果显示,相比由人类主导设计,消费者对由AI主导设计的新产品购买意愿更低。这是由于使用AI主导产品设计降低了消费者的感知品牌努力。此外,产品设计来源与品牌形象存在交互效应。对于开放型品牌,相比由人类主导设计,消费者对使用AI主导设计的新产品购买意愿更高;对于传统型品牌,相比使用AI主导设计,消费者对人类主导设计的新产品购买意愿更高。上述研究结果丰富了产品设计来源与算法厌恶的研究,为企业应用和推广AI设计产品的商业实践提供参考与借鉴。The rapid iteration of Artificial Intelligence(AI)technology is profoundly impacting various aspects of the business world,prompting many brands to contemplate AI-driven approaches to new product design.It is worth exploring in depth how the use of AI design affects consumer willingness to purchase products.Through the four experiments of this paper,it is found that consumer willingness to purchase new products designed by AI is significantly lower compared to those designed by human designers.This is attributed to the diminished perception of brand effort when products are designed by AI.Additionally,an interactive effect exists between the sources of product design and brand images.For open brands,consumers show a stronger preference for purchasing new products designed by using AI,compared to those designed by human designers.For traditional brands,consumers are more inclined to buy new products that are designed by humans,rather than those generated through AI-led design processes.The above research results have enriched the literature on the sources of product design and algorithm aversion,and provide reference and inspiration for the commercial practice of applying and promoting AI design products for enterprises.

关 键 词：人工智能技术 产品设计来源 感知品牌努力 品牌形象 

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