摘要
虚拟数字代言人的出现进一步变革了企客之间的交互方式,文章旨在剖析虚拟数字代言人如何赋能企客共同体的实现。以案例分析的方法,本文选择屈臣氏虚拟数字代言人屈晨曦作为案例对象,系统解读了虚拟数字代言人赋能企客共同体的实现过程。研究发现,第一,虚拟数字代言人赋能企客共同体纵向经历参与式文化智能渗透、人机交互智能渗透、共享符号智能渗透三个阶段。第二,赋能过程横向在数字能力的作用下经历着“认知—情感—行为”的进阶。第三,虚拟数字代言人赋能企客共同体实现从情感共同体、利益共同体到生态共同体的逐渐深化。文章的研究进一步拓展了虚拟数字代言人阶段性发展的框架,延展了虚拟数字代言人赋能企客共同体实现的黑箱,能够进一步为企业发展虚拟数字代言人提供理论与实践指导。
The emergence of virtual digital spokespersons has further changed the way enterprises interact with customers,and this research reveals how virtual digital spokespersons empower the realization of enterprise and customer community.As a case analysis,this research selects Wilson,the virtual digital spokesperson of Watsons,and systematically interprets the realization process of the virtual digital spokesperson empowering the enterprise and customer community.The results show that,firstly,the process can be divided into three stages:participatory cultural intelligence penetration stage,human-computer interaction intelligence penetration stage,and shared symbol intelligence penetration stage.Secondly,the empowerment process is horizontally undergoing the advancement of“cognition-emotion-behavior”under the role of digital capabilities.Thirdly,with different degrees of evolution,virtual digital spokespersons empower the enterprise and customer community to finally realize the gradual deepening from emotional community,interest community to ecological community.The research further expands the framework of the phased development of virtual digital spokespersons,extends the black box of virtual digital spokespersons to empower the realization of enterprise and customer community,and can further provide theoretical and practical guidance for the development of virtual digital spokespersons in enterprises.
作者
陈锋
范静
CHEN Feng;FAN Jing(Beijing Foreign Studies University,Beijing 100089 China)
出处
《电子科技大学学报（社科版）》
2024年第4期84-97,112,共15页
Journal of University of Electronic Science and Technology of China(Social Sciences Edition)
基金
国家自然科学基金项目(71573022)
教育部人文社会科学研究规划项目(22YJA630018).
关键词
参与式文化
人机交互
共享符号
数字能力
虚拟数字代言人
participatory culture
human-computer interaction
shared symbols
digital competence
virtual digital spokesperson
