定制服务代理对消费者购买意愿的影响——基于AI聊天机器人与人工服务比较的实验研究
Impacts of Various Custom Service Agents on Consumer Purchase Intention:Experimental Studies for Comparison of AI Chatbots with Human Service Agents
王永贵 1张静2
作者信息
- 1. 浙江工商大学现代商贸研究中心;浙江工商大学数字创新与管理研究院;浙江工商大学工商管理学院
- 2. 首都经济贸易大学
- 折叠
摘要
人工智能(AI)的飞速发展在进一步拓展企业定制服务应用场景的同时,其带来的个性化和隐私问题也愈发受到重视.本研究基于隐私计算理论对定制服务中的"风险—收益"困境进行了研究:通过多个在线医护场景的定制服务实验,对定制服务代理与购买意愿之间的关系进行了剖析,对能力感知与隐私担忧在定制服务代理与消费者购买意愿之间的链式中介作用进行了检验,并对定制服务平台的隐私保护声明在定制服务代理与消费者购买意愿之间关系的调节作用进行了验证.实验结果发现:(1)AI聊天机器人作为定制服务代理对购买意愿的促进作用明显弱于人工服务代理;(2)能力感知和隐私担忧在定制服务代理与购买意愿之间扮演着链式中介角色.其中,消费者对AI聊天机器人的能力感知弱于人工;对AI聊天机器人的隐私担忧高于人工,能力感知负向影响隐私担忧;(3)定制服务平台的隐私保护声明能够调节定制服务代理与购买意愿之间的关系,具有隐私保护声明的平台更能促进消费者的购买意愿.
Abstract
The rise of artificial intelligence has further expanded the application scenarios of customized serv-ices for businesses,while also brings increased attention to issues of personalization and privacy concerns.This study analyzes the"risk-benefit"dilemma in customized services based on the privacy computing theory.Through experiments on customized services in online healthcare scenarios,the relationship between custom-ized service agents and purchase intention is examined,as well as the chain-mediating role of perceived capa-bility and privacy concerns in the relationship between customized service agents and consumer purchase inten-tion.The study also analyzes the moderating effect of privacy protection statements of customized service plat-forms on the relationship between service agents and consumer purchase intention.The experimental results re-veal the following findings:(1)AI chatbots,as customized service agents,have a weaker effect on purchase intention compared with that of human service agents;(2)Perceived capability and privacy concerns play a chain-mediating role between customized service agents and purchase intention.Among them,consumers per-ceive that AI chatbots have lower capability compared with that of humans,and they have higher privacy con-cerns towards AI chatbots than humans with perceived capability exerting a negative impact on privacy con-cerns;(3)Privacy protection statements of customized service platforms moderate the relationship between service agents and purchase intention and platforms with privacy protection statements usually stimulate stron-ger consumer purchase intentions.
关键词
定制服务代理/AI聊天机器人/能力感知/隐私担忧/隐私计算/消费者购买意愿Key words
Custom Service Agents/AI Chatbots/Perceived Capability/Privacy Concerns/Privacy Computing引用本文复制引用
基金项目
国家自然科学基金项目(72032004)
首都经济贸易大学研究生学术新人计划项目资助(2024XSXR03)
出版年
2024
NETL
NSTL
万方数据