零售场景下AI服务质量对消费者幸福感的影响——基于社会认知理论视角  

The Impact of AI Service Quality on Consumer Well-Being in Retail Scenarios:From the Perspective of Social Cognitive Theory

作　　者：沈鹏熠 万德敏 康海燕[2] SHEN Pengyi;WAN Demin;KANG Haiyan

机构地区：[1]江西财经大学工商管理学院,南昌330032 [2]上海商学院工商管理学院,上海201400

出　　处：《上海商学院学报》2024年第4期18-40,共23页Business Economic Review

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);江西省高等学校教学改革研究重点项目“江西本科高校现代产业学院产教融合协同育人模式的研究与探索”(JXJG-23-4-2)。

摘　　要：得益于数字服务的不断深入,AI技术正逐渐成为零售企业改善服务质量、提升和促进消费者福祉的重要方式。然而,零售场景下AI服务质量如何影响消费者幸福感提升的研究仍较为薄弱,鲜有研究深入分析AI服务质量与消费者幸福感之间的心理机制。本研究从社会认知理论出发,深入分析了AI服务质量及其不同维度对消费者幸福感的影响机理。通过问卷调查搜集530个样本数据进行实证分析,研究发现:能力感知和温暖感知在技术安全性、技术可靠性、感知个性化和超链接服务能力对消费者幸福感的影响中发挥积极中介作用;员工服务质量承诺和拟人化对能力感知、温暖感知以上中介作用分别发挥负向和正向调节作用。本研究不仅扩展了社会认知理论的研究领域,还明确了AI服务质量影响消费者幸福感的心理机制及边界条件,对零售企业改善AI服务运营管理具有重要启示。Thanks to the continuous deepening of digital services,AI technology is gradually becoming an important means for retail enterprises to improve service quality,enhance and promote consumer well-being.However,research on how AI service quality drives consumer well-being in retail scenarios is still relatively weak,and there is little indepth and systematic analysis of the psychological mechanism between AI service quality and consumer well-being.This study starts from social cognitive theory and deeply analyzes the impact mechanism of different dimensions of AI service quality on consumer well-being.Through online survey methods,530 retail shoppers were collected for empirical analysis.The results showed that competence and warmth play a positive mediating role in the impact of technological security,technological reliability,perceived personalization,and hyperlink service ability on consumer well-being;employee service quality commitment and anthropomorphism play a negative and positive moderating role in mediating competence and warmth,respectively.This article not only expands the research field of social cognitive theory,but also clarifies the psychological mechanism and boundary conditions of the impact of AI service quality on consumerwell-being,which has important implications for retail enterprises to improve AI service operation and management.

关 键 词：AI服务质量 能力感知 温暖感知 消费者幸福感 社会认知理论 

分 类 号：F49[经济管理—产业经济] F713.55