智能语音助手多构面属性与品牌关系质量提升  

Smart Voice Assistant's Multifaceted Attributes and Brand Relationship Quality Improvement

作　　者：张思婷 戴程[2] ZHANG Siting;DAI Cheng(School of Communication,Fujian Normal University,Fuzhou350108,China;School of Journalism and Communication,Minjiang University,Fuzhou 350108,China)

机构地区：[1]福建师范大学传播学院,福建福州350108 [2]闽江学院新闻传播学院,福建福州350108

出　　处：《广东石油化工学院学报》2025年第2期70-75,共6页Journal of Guangdong University of Petrochemical Technology

摘　　要：智能语音助手的发展与应用丰富了品牌连接消费者的途径,但对于智能语音助手何以促进品牌关系的研究仍较为薄弱。通过问卷调查收集数据,研究探索得出由智能属性、声音属性、社交属性三个构面组成的智能语音助手属性体系。通过结构方程模型,验证属性体系三个构面对品牌关系质量(品牌信任、品牌承诺)的影响路径。研究发现:社交属性能够对品牌关系质量产生积极的影响;智能属性只会对品牌信任产生直接的正向影响,但在社交属性的完全中介作用下,智能属性会对品牌关系质量产生积极影响;声音属性无法对品牌关系质量产生显著的直接影响,但在社交属性的“遮掩效应”下,对品牌关系质量产生正向影响。The development and application of intelligent voice assistant have enriched the ways for brands to connect with consumers,but the current research on how intelligent voice assistant can promote brand relationship is still relatively weak.By collecting data through questionnaire survey,this study explores the attribute system of intelligent voice assistant composed of intelligent attribute,sound attribute and social attribute.And through the structural equation model,the influence path of the three aspects of attribute system on brand relationship quality(brand trust,brand commitment)is verified.The results show that:social attributes can have a positive impact on brand relationship quality;intelligent attributes only have a direct positive impact on brand trust,but under the completely mediating effect of social attributes,intelligent attributes have a positive impact on brand relationship quality.Voice attributes cannot have a significant direct impact on brand relationship quality,but under the“masking effect”of social attributes,they have a positive impact on brand relationship quality.

关 键 词：智能语音助手 人智交互 属性体系 品牌关系质量 

分 类 号：G206.2[文化科学—传播学]