Artificial Intelligence Psychological Anthropomorphism in Service Scenarios:Conceptualization,Measurement,and Consequences
With the increasing prevalence of artificial intelligence(AI)in service scenarios,AI anthropomorphism has become a focus of attention in academia and industry due to its potential to facilitate human-computer interaction and enhance customer service experiences.However,Existing research predominantly focuses on non-psychological anthropomorphic features of AI such as appearance,behavior,expression,voice,etc,while research on psychological anthropomorphism is relatively lacking.Moreover,there is a lack of a clear and unified conceptual framework and scientifically reliable measurement tool,leading to a lag in empirical research in this field.This study explored the dimensional structure and measurement scale of psychological anthropomorphism of artificial intelligence in service scenarios by combining qualitative and quantitative methods.The results showed that psychological anthropomorphism of artificial intelligence is a multi-dimensional concept,including four dimensions:personality anthropomorphism(including extroversion and agreeableness),cognition anthropomorphism(including intelligence and adaptability),empathy anthropomorphism(including emotional attention and emotional expression),and volition anthropomorphism(including initiative and purposefulness).This study developed a measurement scale for psychological anthropomorphism of artificial intelligence that consists of 15 items.Personality anthropomorphism emphasizes that artificial intelligence should be extroverted,such as passionate,talkative,sunny,and active,as well as agreeable characteristics such as helpfulness,humility,and comfortableness.Cognitive anthropomorphism emphasizes the mental processes of how AI understands,processes,and applies information,including not only intelligent cognitive abilities such as information processing,logical analysis,and abstract thinking,but also adaptive cognitive abilities such as coping with environmental changes,learning new knowledge,and adjusting behavior strategies.Empathy anthropomorphism refers to the ability of artificial intelligence to understand others'thoughts and intentions,make reasonable inferences,and resonate with and emotionally respond to others'emotions.Volition anthropomorphism emphasizes that artificial intelligence can consciously determine its goals and autonomously regulate and control its actions based on these goals to overcome difficulties and achieve predetermined targets.In addition,according to the social identity theory,this research conducted a post-effect study of the newly developed scale,confirming that the AI psychological anthropomorphism in service scenarios significantly predict the lack of social presence and sense of control.The findings expand and enrich the theoretical framework and conceptual connotation of the Al psychological anthropomorphism and provide a measurement tool for empirical research in related fields.In summary,this study explored the dimensions of psychological anthropomorphism and developed a corresponding scale.First,existing literature on psychological anthropomorphism is relatively under-researched and its essential psychological representation has yet to be discovered.This study,in the process of developing the scale,placed increased emphasis on the holistic consideration of cognition,empathy,and volition.Second,current dimensional classifications and measurements are primarily based on researchers'summaries.This study,however,followed the scale development process,conducting exploratory factor analysis,confirmatory factor analysis,related reliability and validity test,and robustness test,providing a series of reliable testing indicators.This ensures the high reliability,validity,and scientific rigor of the psychological anthropomorphism scale,and offers a practical measurement tool.Third,existing psychological anthropomorphism scales primarily focus on Western contexts.However,there are differences between China and the West in terms of cultural context and organizational environment.This study,adhering to the scale development process,developed a localized psychological anthropomorphism scale,enriching the theoretical outcomes of localized psychological anthropomorphism.
service scenarioartificial intelligencepsychological anthropomorphismconceptualizationmeasurement
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