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论文编号：	13964
作者编号：	2120213345
上传时间：	2023/6/7 9:03:44
中文题目：	消费者对人工智能生成产品的接受意愿研究——基于消费动机视角
英文题目：	A Study on Consumers'' Willingness to Accept Artificial Intelligence Generated Products--Based on consumer motivation perspective
指导老师：	杜建刚
中文关键字：	人工智能生成产品；享乐动机；实用动机；拟人化
英文关键字：	AI generated products; Hedonic motivation; Utilitarian motivation; Anthropomorphism
中文摘要：	人工智能技术从诞生以来经过了多次升级迭代，目前正在经历从分析式人工智能（Analytical AI）到生成式人工智能（Generative AI）的重要进化。在传统观点中创造是人类最不可能被人工智能替代的能力，但随着科技的发展，人工智能已经可以独立生成音乐、绘画、小说、新闻、广告、游戏场景、平面设计等产品和内容，这再度引发了人们关于人工智能的热议。然而，之前关于人工智能的研究主要集中在服务交互领域，少有研究关注到生成产品领域，因此，探讨消费者对人工智能生成产品的态度和相关影响因素十分必要。 本研究以传统动机理论和心灵知觉理论为支撑对消费者动机与人工智能生成产品的接受意愿之间的关系进行探究。在对人工智能生成产品、享乐动机与实用动机和拟人化研究的文献梳理基础上，本研究提出消费动机会影响消费者对不同产品生成来源（人工智能vs. 人类）的接受意愿，拟人化包括消费者拟人化感知和人工智能外表拟人化特征在其中起着调节作用，由此构建了本文的研究模型。 本研究通过四个实验来验证本文模型和假设，运用见数平台开展线上情景实验并收集问卷，利用SPSS分析数据。本研究结果表明，消费者动机会显著影响消费者对人工智能（vs.人类）生成产品的接受意愿。具体而言，消费者在享乐动机下对人类生成产品具有更高的接受意愿，而消费者在实用动机下对人工智能生成产品具有更高的接受意愿。拟人化会提高消费者在享乐动机下对人工智能生成产品的接受意愿，但不影响消费者在实用动机下对人工智能生成产品的接受意愿。 本研究探讨消费者在实用动机和享乐动机下对不同产品生成来源（人工智能vs. 人类）的接受意愿，从人工智能生成产品领域入手，结合传统消费动机理论，丰富了人工智能产生积极效应的理论研究，并有助于人工智能企业了解消费者在何种情况下对人工智能生成产品的接受意愿更高，以及影响消费者对人工智能生成产品态度的因素，从而指导使用人工智能生成产品的企业有的放矢地制定营销策略，提高消费者对人工智能生成产品的接受意愿。
英文摘要：	Artificial intelligence technology has undergone several upgrades and iterations since its inception and is currently undergoing an important evolution from Analytical AI to Generative AI. In the traditional view creation is the most unlikely human ability to be replaced by AI, but with the development of technology, AI has been able to independently generate products and content such as music, paintings, novels, news, advertisements, game scenes, graphic design, etc., which has reignited the heated debate about AI. However, previous research on AI has mainly focused on the service interaction domain, and few studies have focused on the generated product domain; therefore, it is necessary to explore consumers' attitudes toward AI-generated products and related influencing factors. This study investigates the relationship between consumer motivation and willingness to accept AI-generated products, supported by traditional motivation theory and the theory of mindfulness. Based on a literature review of AI-generated products, hedonic versus pragmatic motivation, and anthropomorphism, this study proposes that consumer motivation affects consumers' willingness to accept different sources of product generation (AI vs. humans) and that anthropomorphism, including consumers' anthropomorphic perceptions and anthropomorphic features of AI appearance, plays a moderating role in this study, thus building the research model of this paper. In this study, four experiments were conducted to test the model and hypotheses of this paper, online scenario experiments were conducted and questionnaires were collected using the Seeing Numbers platform, and data were analyzed using SPSS. The results of this study show that consumer motivation significantly affects consumers' willingness to accept different sources of product generation. Specifically, consumers have a higher willingness to accept human-generated products under hedonic motivation, while consumers have a higher willingness to accept AI-generated products under pragmatic motivation. Anthropomorphism increases consumers' willingness to accept AI-generated products under hedonic motivation but does not affect consumers' willingness to accept AI-generated products under pragmatic motivation. This study explores consumers' willingness to accept different sources of product generation (AI vs. human) under practical and hedonic motives, starting from the field of AI-generated products and combining with traditional consumer motivation theories to enrich the theoretical research on the positive effects of AI generation and help AI companies understand the circumstances under which consumers are more willing to accept AI-generated products, and factors affecting consumers' attitudes toward AI-generated products, to guide companies using AI-generated products to develop targeted marketing strategies to improve consumers' willingness to accept AI-generated products.
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