数字拟人品:数字技术、拟社会互动与商业模式内容创新的共演  

Digital Anthropomorphic Product:The Co-evolution of Digital Technology,Parasocial Interaction and Business Model Content Innovation

作　　者：罗兴武[1,2] 孙萌 刘洋 陈帅[1] Luo Xingwu;Sun Meng;Liu Yang;Chen Shuai(School of Management,Zhejiang University of Finance and Economics;The New Type Key Think Tank of Zhejiang Province"China Research Institute of Regulation and Public Policy";School of Management,Zhejiang University)

机构地区：[1]浙江财经大学管理学院 [2]浙江省新型重点专业智库“中国政府监管与公共政策研究院” [3]浙江大学管理学院

出　　处：《管理世界》2024年第8期24-41,144,共19页Journal of Management World

基　　金：国家社会科学基金一般项目“工业互联网平台赋能中小企业数字化转型升级的机理、评价与政策研究”(基金号:22BGL095);国家自然科学基金面上项目“从象征性到实质性:企业多重地位视角下的制造企业数字创新行为研究”(基金号:72272133);浙江省软科学研究计划重点项目“工业互联网平台赋能中小企业数字化转型升级的过程机理与动态评价研究”(基金号:2023C25043);浙江省哲学社会科学规划课题重点项目“零工经济下在线平台劳动者的非伦理行为与治理研究”(基金号:22NDJC025Z);浙江省哲学社会科学规划领军人才培育课题“浙江省制造业标杆企业数字化转型的人才引培策略”(基金号:22YJRC09ZD-3YB);教育部人文社会科学研究规划项目“在线平台劳动者非伦理行为研究:内涵结构、阻抑机制与管理对策”(基金号:22YJA630007)的资助。

摘　　要：数字交互时代,数字拟人品兼具了拟人产品互动性、数字产品数字技术内核以及自身内容化,表现出跃迁式成长特征,但其概念内涵不甚清晰,对于其成长过程机制更是知之甚少。为此,本文以虚拟偶像“洛天依”为案例研究对象,从产品创新战略出发,通过数字技术、拟社会互动与商业模式内容创新的共演,深入探讨了数字拟人品的成长机制。研究发现:第一,数字拟人品是依托于数字技术,嵌入多元场景参与社会互动,具有类人外观、类人行为模式、类人思想的虚拟产品,其具有意义互动性强、贬值风险高、用户感知度好等主要特征。第二,数字拟人品的成长是数字技术、拟社会互动与商业模式内容创新共演过程中,“映射化、场景化、位势化”机制相继作用的结果。第三,数字拟人品的成长是以意义战略为底层逻辑的,即以“意义制造、意义赋予、意义扩散”过程传递产品镜像意义、圈层意义和生态意义,进而使能数字技术、拟社会互动和商业模式内容创新共演,实现生态位的跃迁。本研究贡献于数字拟人品的概念内涵、成长机制和底层逻辑的文献,不仅对推动数字交互时代数字拟人品的创新实践具有借鉴,也为中国“虚拟现实和增强现实”这一数字经济重点产业的发展提供启示。In the era of digital interaction,digital anthropomorphic product(DAP)is jointly characterized by the interactivity of anthropomorphic product,the technological core of digital product,and its own unique content,displaying a leapfrog growth.However,the extant study is stll not clear about the conceptual connotation of DAP and its corresponding growth process mechanism.Therefore,this paper takes the virtual idol"Luo Tianyi"as the case study,and explores the growth mechanism of DAP based on the co-evolution of digital technology,parasocial interaction and business model content innovation from the perspective of product innovation strategy.The findings show that:firstly,DAPs are digital technology-based virtual products with human-like appearance,behavior and thoughts that are designed to engage in social interactions across multiple scenarios.They are primarily characterized by their strong meaning interactivity,high risk of depreciation,and high-quality user perception.Secondly,the growth of DAPs is facilitated by the"mapping,scenization and potentialization"sequential mechanisms during the co-evolution of digital technology,parasocial interaction and business model content innovation.Thirdly,the growth of DAPs adopts a meaning strategy as the underlying logic,employing the process of"sensemaking,sensegiving and meaning diffusion"to convey product mirror meaning,circle meaning,and ecological meaning.Hence,the meaning strategy enables the coevolution of digital technology,parasocial interaction and business model content innovation,ultimately achieving a leapfrog of ecological niche.This paper contributes to the extant literature on the conceptual connotation,growth mechanism and underlying logic of DAPs,which not only provides practical implications for the innovation of DAPs in the era of digital interaction,but also offers insights into developing China's"virtual reality and augmented reality"which is a key industry of digital economy.

关 键 词：数字拟人品 数字技术 拟社会互动 商业模式内容创新 产品成长逻辑 

分 类 号：F49[经济管理—产业经济] TP399[自动化与计算机技术—计算机应用技术]