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论文编号：	13164
作者编号：	2120202855
上传时间：	2022/6/7 8:40:41
中文题目：	消费者人机关系信念对惠顾意愿的影响——基于情绪感染视角
英文题目：	The impact of customer''s beliefs in human-machine relationship on patronage intention——Based on the perspective of emotional contagion
指导老师：	杜建刚
中文关键字：	情绪感染；人工智能服务；服务机器人；人机关系信念
英文关键字：	Emotional contagion; artificial intelligence service; service robot; human-machine relationship beliefs
中文摘要：	人工智能正在广泛应用于服务业，并深刻影响着服务消费与服务经济。人工智能服务贯穿了消费者全过程的服务体验，在改变了既有的服务界面和互动方式下，也颠覆了传统的服务理论和逻辑。 从传统服务理论出发，本文聚焦于情绪感染理论在人工智能服务场景下出现的新的研究机会，探讨在服务机器人微笑情境下消费者人机关系信念（认为机器人是社会体vs.机器，下文统称为机器信念vs.社会体信念）是否会影响消费者的惠顾意愿，并提出了其作用机制——情绪感染效应。提出以下结论：在服务机器人微笑这一情境下，相对于持有机器信念的消费者，持社会体信念的消费者具有更高的惠顾意愿。其作用机制为：不同人机关系信念的消费者会产生不同程度的有意识情绪感染，从而导致相比于持有机器信念的消费者，持社会体信念的消费者具有更高的有意识积极情绪；此外，有意识积极情绪在人机关系信念和惠顾意愿之间起中介作用；本研究还提出了拟人化对上述过程的调节作用。同时发现，两种人机关系信念的消费者会产生相同程度的无意识情绪感染过程。 本文通过四个实验进行了论证，实验一证明了持有两种不同人机关系信念的顾客的惠顾意愿存在显著差异，持有社会体信念的顾客具有更高的有意识积极情绪，且积极情绪在信念对惠顾意愿的影响中起到中介作用；实验二对顾客信念进行了操控，再一次证明了实验一的结果；实验三通过腾讯会议进行情景实验，以表情捕捉和识别的方式验证了两组信念下的顾客无意识情绪感染无差异，并再次印证了社会体信念的顾客会通过更高程度的有意识情绪感染而具有更高的积极情绪；实验四验证了拟人化的调节作用，即在低拟人化水平下，上述影响过程成立；而在高拟人化水平下，持社会体信念的顾客惠顾意愿低于机器信念的顾客，积极情绪也更低，机器信念的顾客反而具有更高的积极情绪和惠顾意愿。 最后，本文根据研究结果提出了理论意义和相应的实践启示，为当下服务企业采用服务机器人起到一定的借鉴意义。总之，本文弥补了人工智能服务背景下情绪感染理论研究的空白，并从人机关系的视角为企业设计和采用服务机器人提供了可供参考的理论依据。
英文摘要：	Artificial intelligence is being widely used in the service industry, and has a profound impact on service consumption and service economy. Artificial intelligence service run through the entire service experience of consumers. While changing the existing service interface and interaction methods, it also subverts the traditional service theory and logic. Based on the traditional service theory, this paper focuses on new research opportunities arising from the emergence of emotional contagion theory under artificial intelligence service, and explores if consumer human-machine relationship beliefs (thinking that machines are social entities vs. machines) when service robot smiles affects consumers' patronage intentions, and its mechanism—the emotional contagion effect. The following conclusions are put forward: under the premise of service robots smiling, consumers with social entity beliefs have higher patronage intentions than consumers with machine beliefs. Consumers with different human-machine relationship beliefs will have different degrees of conscious emotional infection, resulting in consumers with social entity beliefs having higher positive emotions than consumers with machine beliefs, which plays a mediating role between human-machine relationship beliefs and patronage intentions. But consumers of both human-machine relationship beliefs elicited the same degree of unconscious emotional contagion processes. Finally, the moderating effect of anthropomorphism is also proposed. This paper conducts four experiments. Experiment 1 proves that there are significant differences in the patronage intentions of customers with two different beliefs about human-machine relationship, and customers with social entity beliefs have higher positive emotions, which play a mediating role between human-machine relationship beliefs and patronage intentions. Experiment 2 manipulated customer beliefs, which proved the results of Experiment 1 again. Experiment 3 conducted a situational experiment through the Tencent conference, and verified that there was no difference in the unconscious emotional contagion of customers under the two groups of beliefs by means of expression capture and recognition. In addition, it confirmed that customers with social body beliefs will have higher degree of conscious emotional contagion again. Experiment 4 verifies the moderating effect of anthropomorphism, that is, at a high level of anthropomorphism, customers with machine beliefs instead have higher positive emotions and patronize intentions. Finally, according to the research results, the paper puts forward theoretical significance and corresponding practical enlightenment, which can serve as a reference for the current service enterprises to adopt service robots. In a word, this paper fills the gap in the theoretical research of emotional contagion in the context of artificial intelligence service, and provides a theoretical basis for enterprises to design and adopt service robots from the perspective of human-machine relationship.
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