智能助手对消费者的推荐说服机制研究--基于社会角色视角  

Research on the Recommendation Persuasion Mechanism of Intelligent Agents to Consumers——Based on the Perspective of Social Roles

作　　者：计纬 戚海峰[1] 费鸿萍[1] Ji Wei;Qi Haifeng;Fei Hongping(School of Business,East China University of Science and Technology)

机构地区：[1]华东理工大学商学院

出　　处：《南开管理评论》2025年第3期40-50,62,共12页Nankai Business Review

摘　　要：本文以智能语音助手为对象,基于社会角色理论视角,比较了在智能助手扮演“伙伴”和“管家”两种社会角色的情境下消费者对其推荐产品接受意愿的差异及其心理机制。研究结论表明:相比管家型助手,伙伴型助手在日常购物情境中更容易激发消费者产品推荐接受意愿,这种现象的产生源于智能助手的伙伴角色形象促进了与消费者的心理连接,从而提升了消费者对智能助手的信任感。另外,相比低卷入度产品,在进行高卷入度产品推荐时,上述效应会减弱,“管家”型智能助手的专业性与可靠性更能提升消费者的信任度和产品推荐接受意愿。基于以上结论,本文提出智能产品推荐并给出了相关的营销建议。With the rapid development of Artificial Intelligence(AI)technology,intelligent voice assistants are being widely used in the online shopping activities,especially in the process of product recommendation and decision support,and began to become an increasingly prominent tool for online shoppers.More and more companies are using intelligent assistants to provide consumers with product information and purchase suggestions,with a view to shortening the consumer purchase decision-making process,while enhancing the personalized shopping experience.From the perspective of technological development,intelligent voice assistants have been able to achieve a fairly accurate and fast level of recommendation results.However,influenced by individual buying habits,trust,privacy protection and other factors,consumers are still not highly receptive to intelligent recommendations.One of the important reasons for the existence of this problem is that the present marketing academic community still lacks sufficient in-depth research on the social attributes of intelligent voice assistants and their impact on human-computer interactions,which restricts the promotion of AI technologies and devices.Therefore,based on the social role theory,this study focuses on the important social cues of intelligent voice assistants-social roles,and takes“partner”and“housekeeper”as the representative social roles to study the impact of the role types of intelligent voice assistants on consumers’willingness to accept the product recommendations of intelligent voice assistants.The study investigates the impact of the role type of intelligent voice assistants on consumers’willingness to accept intelligent voice assistants’product recommendations.The study further explores the psychological mechanism of consumers’acceptance of recommendations and the moderating effect of product involvement on the above relationship.Based on a review of the previous literature,this study hypothesizes that when the interaction between intelligent voice ass

关 键 词：智能产品拟人化 智能助手 人机交互 产品说服 社会角色 

分 类 号：F713.5[经济管理—市场营销]