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Alternative TitleThe influence of anthropomorphic roles on the acceptance of intelligent products
Abstract当今社会人工智能越来越发达,关于用户如何感知智能产品,究竟什么因素能影响消费者对智能产品的态度、感知乃至行为意愿,以往文献中还未有完整的框架。本研究基于消费者 -品牌关系理论,来探究拟人化角色对消费者购买意愿的影响、内部机制及边界条件。先导研究通过问卷法来探究智能产品是否相对于普通产品更容易被拟人化,以此来验证对智能产品( vs.非智能产品)进行拟人化营销的优势,研究结果发现智能产品相对于普通产品更容易被视为非工具型角色。研究一选用有真实智能产品使用体验的被试,通过问卷法来测量拟人化角色和使用满意度,结果发现消 费者目前更多将智能产品视为伙伴式角色,家人关系、伙伴关系、仆人关系的使用满意度均要高于工具型角色的满意度。研究二采用实验法操纵拟人化角色,结果发现,家人式角色相对于仆人式角色能引发更强的购买意愿,且都高于控制组(消费者的先天拟人倾向)的购买意愿。研究三采用实验法操纵拟人化角色,使用关系亲近性量表和感知情感价值量表来测量被试的心理距离和感知情感价值,使用权力感量表来测量被试的特质性权力感。结果发现在控制了先天拟人化倾向的影响后,家人式角色( vs.仆人角色)能够通过心理距离的中介作用,以及心理距离和感知情感价值 的链式中介影响到消费者的购买意愿,且这种效应只存在于低权力感的消费者身上。结论是家人式角色相比于仆人式角色能够通过增进心理距离和感知情感价值,促进消费者对智能产品的购买意愿。
Other AbstractIn the modern society, artificial intelligence is becoming more and more developed. As for how users perceive intelligent products and what can affect consumers' attitude, perception and behavioral intention towards intelligent products, there is still no complete framework in previous literature. Based on the consumer-brand relationship theory, this study explored the influence of anthropomorphic roles on consumers' purchase intention. In the pilot study, the questionnaire method was used to explore whether intelligent products were more easily anthropomorphized than ordinary products, so as to verify the advantages of anthropomorphized marketing strategies of intelligent products. The results showed that intelligent products were more likely to be regarded as non-instrumental roles than ordinary products. In the first study, participants with real experience in the use of intelligent products were selected to measure the relationship between anthropomorphic roles and user satisfaction. The results showed that their use satisfaction as family, partnership and servant relationships were higher than that of tools. In the second study, we experimentally manipulated the personified persona and found that the family persona elicited stronger purchase intentions than the servant persona, both of which were higher than the purchase intention of the control group. In the third study, the participants' psychological distance and perceived emotional value were measured by the Inclusion of Self Scale and the Perceived Emotion Value Scale. The participants' trait sense of power was measured by the Power Scale. The results showed that after controlling for the effect of innate anthropomorphism tendency, the family role (vs. servant role) could influence consumers' purchase intention through the mediating effect of psychological distance and perceived emotional value, and this effect only existed for consumers with low sense of power. So we concluded that compared with the servant role, the family role can promote consumers' purchase intention by increasing psychological distance and perceived emotional value.
Keyword拟人化角色 智能产品接受 心理距离 感知情感价值 权力感
Degree Name理学硕士
Degree Discipline应用心理
Degree Grantor中国科学院心理研究所
Place of Conferral中国科学院心理研究所
Document Type学位论文
Recommended Citation
GB/T 7714
张玉婷. 拟人化角色对智能产品接受的影响[D]. 中国科学院心理研究所. 中国科学院心理研究所,2021.
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