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论文编号：	14773
作者编号：	2120223689
上传时间：	2024/6/9 10:13:07
中文题目：	人工智能合成声音类型与产品类型的交互作用对消费者购买意愿的影响研究
英文题目：	Research on the Impact of the Interaction between Artificial Intelligence Synthetic Voice and Product Types on Consumer Purchase Intentions
指导老师：	杜建刚教授
中文关键字：	人工智能；产品推荐；声音类型；购买意愿；感知可信度
英文关键字：	Artificial Intelligence; product recommendation; voice type; purchase intention; perceived credibility
中文摘要：	先前的研究已经探讨了短视频广告的重要性，然而随着人工智能合成声音技术的发展，越来越多的企业和品牌使用合成声音为产品进行介绍，并批量生成短视频广告来达到降本增效的目的。随着人工智能技术的发展，合成声音越来越趋近于人类声音，但是否合成声音越与人类声音相似，对产品推荐更有效还有待进一步探讨。并且，是否针对不同类型的产品，不同合成声音类型（类机器 vs. 类人）的有效性是否具有差异还未有研究进行讨论。 基于常识信念等理论，本研究考察了合成声音类型（类机器 vs. 类人）和产品类型（搜索品 vs. 体验品）对消费者购买意愿的影响。结果表明，如果短视频广告采用合成声音进行产品介绍，将类机器声音（类人声音）与搜索品（体验品）相匹配时，可以增强消费者的购买意向（研究一和研究二）。进一步，本研究还探讨了这种匹配效应的内在机制，发现这种匹配效应是由消费者的感知可信度起到部分中介作用（研究三），即这一匹配效应通过增强消费者的感知可信度，从而提高消费者对产品的购买意愿。通过使用二手数据和实验室实验结合的方法对假设进行检验，本研究为产品推荐相关文献做出了贡献，并为营销人员进行利用合成声音推荐进行有效的产品推广提供了建议。
英文摘要：	Previous research has explored the significance of short video advertisements. With the advancement of artificial intelligence synthetic voice technology, an increasing number of businesses and brands are using synthetic voices to introduce products and mass-produce short video ads for cost reduction and efficiency enhancement. As artificial intelligence technology progresses, synthetic voices are becoming increasingly similar to human voices. However, the effectiveness of synthetic voices that closely resemble human ones in product recommendations remains to be further investigated. Moreover, there’s a lack of research discussing whether the effectiveness of different types of synthetic voices (machine-like vs. human-like) varies for different types of products. Drawing on theories of common-sense beliefs, this study examines the impact of synthetic voice types (machine-like vs. human-like) and product types (search goods vs. experience goods) on consumer purchase intentions. The findings suggest that matching machine-like voices with search goods and human-like voices with experience goods in short video ads can enhance consumer purchase intentions (Study 1 and Study 2). Further, this research delves into the underlying mechanisms of this matching effect, discovering that it is partly mediated by perceived credibility (Study 3). That is, the matching effect enhances consumers’ purchase intentions by boosting their perceived credibility. By employing a combination of secondary data and laboratory experiments to test the hypotheses, this research contributes to the literature on product recommendations and provides marketers with insights for effectively leveraging synthetic voices in product promotions.
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