人工智能生成内容对消费者分享行为的影响研究  

The effect of AI-generated content on consumer sharing

作　　者：冯文琪 宋晓兵[2] 董大海[2] FENG Wenqi;SONG Xiaobing;DONG Dahai(School of Management,Jiangsu University,Zhenjiang 212013,China;School of Economics and Management,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013 [2]大连理工大学经济管理学院,辽宁大连116024

出　　处：《管理工程学报》2024年第6期25-40,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71972024)。

摘　　要：近年来,越来越多的企业开始运用人工智能来自动生成内容,但学术界对这类新现象还缺乏研究。本文基于印象管理理论和情绪调节理论,综合运用实地实验和实验室实验方法在五种内容类型(现代诗、画作、古诗、寓言故事、新闻)中共收集了970份有效数据,检验了人工智能生成内容对消费者分享行为的影响。研究结果表明,在内容核心信息完全相同的情况下,当消费者得知内容是由人工智能(对比人类作者)生成时,会产生更高的科技创新形象预期与情绪唤醒,并由此产生更强的分享意愿与更多的分享行为。消费者的公众自我意识与内容创作难度是人工智能生成内容主效应的调节变量,在高公众自我意识的消费者中和面对较高创作难度的内容时,人工智能生成内容对消费者分享的影响将更加显著。本文研究结论有助于理解当代消费者面对人机不同主体生成内容时的不同心理认知和行为反应,同时可以为采用人工智能技术的内容生产企业进行有效营销沟通和合理选择目标市场提供借鉴。The rapidly evolving artificial intelligence is constantly transforming the creation process of the contents.Due to the tremendous ability of AI,more and more enterprises use AI to create poems,news,posters,and symphonies automatically.Utilizing AI to generate contents may help companies to reduce generating costs,save hours of work,and better meet consumers′tastes,which highlights the wide application prospect of AI-generated contents.Despite the negative responses(e.g.,resistance)to AI being discussed by researchers in various fields such as recommendation and service,little attention has been paid to the positive impact of AI on consumers,especially in the content-generating field.Meanwhile,word-of-mouth marketing is an effective communication strategy for content-generating enterprises to increase brand awareness and attract potential buyers.It is prevalent for companies to provide bonuses for consumers to stimulate their sharing behavior on social media platforms.In addition to the traditional means of providing financial benefits,many of these companies actively publicize their adopting AI to generate contents.This leads us to the question of whether and how this communication would inspire consumers to engage in more content-sharing behavior.This article examines the impact of consumers′perceptions,specifically regarding whether AI or human beings generated contents,on their content-sharing behavior.Based on the impression management theory and emotion regulation theory,the current research proposed and examined several hypotheses about the effect of content generators(Human vs.AI)on consumers′sharing behavior.Using a field experiment and three laboratory experiments,a total of 970 participants were recruited to ask about their evaluation of five kinds of contents(modern poems,paintings,ancient poems,fables,and news).Utilizing logistic regression,ANOVA,and Bootstrap mediation analysis,this study examined the effect of content generator on consumers′sharing behavior.We also explored the dual mediati

关 键 词：人工智能生成内容 消费者分享 科技创新形象 情绪唤醒 内容创作难度 

分 类 号：F713.36[经济管理—产业经济]