“以情动人”还是“以理服人”?人工智能聊天机器人角色对顾客情感依恋的影响研究  

“Moving People by Affection”or“Convincing People by Reasoning”?Research on the Influence of Chatbots’Role on Customers’Emotional Attachment

作　　者：沈鹏熠 李金雄 万德敏 Shen Pengyi;Li Jinxiong;Wan Demin(School of Business Administration,Jiangxi University of Finance and Economics;Science and Technology College,Nanchang Hangkong University)

机构地区：[1]江西财经大学工商管理学院 [2]南昌航空大学科技学院

出　　处：《南开管理评论》2025年第3期27-39,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72262016);教育部人文社会科学研究项目(23YJA63013)资助。

摘　　要：得益于人工智能技术的不断革新,聊天机器人正逐渐成为企业改善顾客体验、建立和维护顾客关系的重要工具。然而,有关聊天机器人如何驱动顾客情感依恋提升的研究仍较为薄弱,鲜有研究深入、系统地分析聊天机器人与顾客情感依恋之间的心理机制。本文通过两项预实验和三项正式实验,深入分析了人工智能聊天机器人的不同角色(助手vs.朋友)对顾客情感依恋的影响机理。研究结果发现:相比于助手型聊天机器人,朋友型聊天机器人能让顾客产生更高的情感依恋;顾客的控制感、身份认同感在聊天机器人角色对顾客情感依恋的影响过程中发挥双重中介作用;心理距离对顾客的控制感和身份认同感的以上中介作用发挥调节作用。本研究结论不仅丰富了服务场景中人工智能聊天机器人角色与顾客情感关系的相关研究,还为企业如何设计和选择合适的聊天机器人角色提供了有益的实践指导。Thanks to the continuous innovation in artificial intelligence technology,chatbots are gradually emerging as a crucial tool for enterprises to enhance customer experience and establish and maintain customer relationships.Despite the increasing advantages and utilization rates of chatbots,their technical-level applications still cannot fully cater to customers`diverse needs,including security,identity verification,and satisfaction.As research deepens,customers’perception of anthropomorphic machines has shifted gradually from a mere tool role to a teammate role with social functions.Furthermore,the upgrading and iteration of artificial intelligence technology have broadened its potential scope of roles in serving customers.However,the potential of chatbots in customer relationship management has not been fully explored within the academic community.There are scarce studies on the emotional responses of customers to chatbots,and the social roles of chatbots(such as friends,assistants,etc.)and their corresponding responsibilities in service scenarios remain under-examined.There is also a lack of in-depth exploration into their psychological and emotional needs during customer interactions.Research has indicated that friendtype chatbots may enhance customers’perceptions of pleasure and warmth during human-computer interaction,thereby fostering emotional attachment.But what psychological mechanism underlies this?As of now,there is no clear answer.This study integrates quasi-social relationship theory,psychological ownership theory,identity theory,and explanatory level theory to delve deeply into the impact mechanism of different roles(assistant versus friend)of artificial intelligence chatbots on customer emotional attachment.It examines the dual mediating effects of control and identity,as well as the moderating role of psychological distance in this process.This study conducted two preliminary experiments and three formal experiments.The objectives of the two preliminary experiments were to ascertain the effectiv

关 键 词：人工智能 聊天机器人角色 控制感 身份认同感 情感依恋 心理距离 

分 类 号：F274[经济管理—企业管理]