运气还是能力--基于自我认知视角的智能服务算法偏差对消费者使用意愿的影响研究  

Luck or Ability:Research on the Influence of Self-cogni-tion on the Aversion of Algorithmic Bias

作　　者：杜维[1] 陈鑫 Du Wei;Chen Xin(School of Economics and Management,Chongqing University of Posts and Telecommunications)

机构地区：[1]重庆邮电大学经济管理学院

出　　处：《南开管理评论》2025年第3期136-147,共12页Nankai Business Review

基　　金：重庆市教育委员会人文社会科学研究规划项目(23SKGH103)资助。

摘　　要：智能服务已被众多的消费者所接纳使用,但其无法完全避免的算法偏差引起了人们对智能服务伦理问题的关注。本文研究调查了智能服务中算法偏差(高vs.低)对消费者使用意愿的影响,探寻其心理中介机制及自我认知(运气感知、自我效能感)对该路径的作用机制和边界。本文采用实验法进行研究,设置4个不同场景的随机实验,采用问卷调查的方式收集有效信息并进行数据分析。实验结果证明,算法偏差对消费者使用智能服务的意愿有显著的负面影响(实验1),且随着算法偏差程度的增加,消费者的厌恶感也会增加,从而降低消费者使用智能服务的意愿(实验2)。研究结果还表明,运气感知和自我效能感在正向调节消费者使用意愿方面也起着关键作用(实验3和4)。本研究拓展了智能服务的研究领域,从自我认知的角度为使用意图研究提供了理论见解,对智能服务算法偏差应对策略的制定也具有战略参考意义。Over the past decade,the significance of intelligent services in business operations and marketing strategies has increased dramatically,leading to widespread adoption across various industries and a deep integration into consumers’daily lives.As enterprises increasingly adopt data-driven decision-making approaches to optimize their operations and enhance competitiveness,an emerging and pressing issue has come to the forefront:algorithmic bias.Algorithmic bias arises from limitations and imperfections inherent in algorithm design or implementation,which can lead to unfair decision outcomes for consumers,triggering a cascade of effects that adversely impact corporate reputation and consumer trust.However,due to the intrinsic complexity and opacity of algorithms,completely avoiding algorithmic bias in practical applications is nearly impossible;it has become a pervasive challenge within the realm of intelligent services.This unavoidable presence of algorithmic bias has undoubtedly heightened public concerns regarding issues related to intelligent services.To date,academic research on algorithmic bias has predominantly remained at a theoretical level,concentrating on analyzing its causes and summarizing its specific manifestations.While these studies offer valuable perspectives for understanding algorithmic bias,there is a relative scarcity of research exploring its actual impact on consumers.Few scholars have ventured into examining consumers’inner experiences by starting with their perceptions to systematically investigate the profound effects of algorithmic bias.In fact,intelligent services have become deeply integrated into consumers’daily lives,encompassing everything from shopping recommendations to personalized services.Consequently,it is imperative to examine and analyze the impact of algorithmic bias through the lens of consumer perception.The varying degrees of algorithmic bias present in intelligent services often result in significant disparities in consumers’intention to engage with these of-fer

关 键 词：智能服务 算法偏差 自我认知 运气感知 自我效能感 

分 类 号：F713.5[经济管理—市场营销]