服务场景中的人工智能心理拟人化——概念化、测量及后效研究  

Artificial Intelligence Psychological Anthropomorphism in Service Scenarios:Conceptualization,Measurement,and Consequences

作　　者：沈鹏熠 张凤英 SHEN Peng-yi;ZHANG Feng-ying(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang,Jiangxi,330032,China)

机构地区：[1]江西财经大学工商管理学院,江西南昌330032

出　　处：《经济管理》2024年第6期190-208,共19页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目“服务场景中人工智能如何影响消费者幸福感:基于社会认知理论和自我决定理论双重视角”(72262016);江西省社会科学基金项目“网红隐性广告赞助披露对消费者品牌态度的影响机制及对策研究”(23GL46D);江西省研究生创新专项资金项目“移动APP驱动的客户参与对顾客购买行为的影响——来自现场实验的证据”(YC2021--B094)。

摘　　要：随着人工智能在服务场景中的应用不断普及,人工智能拟人化因能有效促进人机交互、提高客户服务体验而成为学界和业界关注的重点。然而,现有研究更多地聚焦人工智能的外观、行为、表情、声音等非心理拟人化特征,对于心理拟人化的研究比较欠缺,且没有清晰统一的概念界定及科学可靠的测量工具,致使现阶段实证研究滞后。为此,本文首先基于扎根理论构建了服务场景中人工智能心理拟人化的四维度结构模型:人格拟人化(含外向性和宜人性)、认知拟人化(含智力性和适应性)、共情拟人化(含情绪关注和情感表达)和意志拟人化(含能动性和目的性)。其次,按照探索性因子分析和验证性因子分析程序,开发了测量服务场景中人工智能心理拟人化的测量量表。最后,根据社会认同理论,进行了新开发量表的后效研究,证实了服务场景中人工智能心理拟人化会显著正向预测社会存在感和控制感缺失。研究结果拓展并丰富了人工智能心理拟人化的理论框架和概念内涵,为人工智能心理拟人化的实证研究提供了测量工具,对企业制定人工智能心理拟人化策略和改善人机交互也有重要启示。With the increasing prevalence of artificial intelligence(Al)in service scenarios,AI anthropomorphism has become a focus of attention in academia and industry due to its potential to facilitate human-computer interaction and enhance customer service experiences.However,Existing research predominantly focuses on non-psychological anthropomorphic features of Al such as appearance,behavior,expression,voice,etc,while research on psychological anthropomorphism is relatively lacking.Moreover,there is a lack of a clear and unified conceptual framework and scientifically reliable measurement tool,leading to a lag in empirical research in this field.This study explored the dimensional structure and measurement scale of psychological anthropomorphism of artificial intelligence in service scenarios by combining qualitative and quantitative methods.The results showed that psychological anthropomorphism of artificial intelligence is a multi-dimensional concept,including four dimensions:personality anthropomorphism(including extroversion and agreeableness),cognition anthropomorphism(including intelligence and adaptability),empathy anthropomorphism(including emotional attention and emotional expression),and volition anthropomorphism(including initiative and purposefulness).This study developed a measurement scale for psychological anthropomorphism of artificial intelligence that consists of 15 items.Personality anthropomorphism emphasizes that artificial intelligence should be extroverted,such as passionate,talkative,sunny,and active,as well as agreeable characteristics such as helpfulness,humility,and comfortableness.Cognitive anthropomorphism emphasizes the mental processes of how AI understands,processes,and applies information,including not only intelligent cognitive abilities such as information processing,logical analysis,and abstract thinking,but also adaptive cognitive abilities such as coping with environmental changes,learning new knowledge,and adjusting behavior strategies.Empathy anthropomorphism refers to the abili

关 键 词：服务场景 人工智能 心理拟人化 概念化 测量 

分 类 号：F719[经济管理—产业经济]