基于拟人化三因素理论和社会化反应理论,引入拟人化和社会临场感作为中介变量,构建研究假设模型,探讨AI虚拟助手推荐和传统算法推荐对用户推荐采纳意愿的影响机制。通过主观调查的实证研究发现,相比传统算法推荐,AI虚拟助手推荐更易激...基于拟人化三因素理论和社会化反应理论,引入拟人化和社会临场感作为中介变量,构建研究假设模型,探讨AI虚拟助手推荐和传统算法推荐对用户推荐采纳意愿的影响机制。通过主观调查的实证研究发现,相比传统算法推荐,AI虚拟助手推荐更易激发用户的拟人化倾向;同时,拟人化和社会临场感不仅分别在推荐方式和用户采纳意愿间发挥简单中介效应,而且拟人化影响社会临场感,两变量在推荐方式和采纳意愿间发挥链式中介作用。研究结论可以为管理者提供提高推荐系统效果的实践指导,进而推动相关技术的广泛应用和发展。Based on the three-factor theory of anthropomorphism and social presence theory, this paper introduces anthropomorphism and social presence as mediating variables, constructs a research hypothesis model, and discusses the mechanism of AI virtual assistant recommendation and traditional algorithm recommendation on users’ recommendation adoption intention. Through the empirical research of subjective survey, it is found that compared with the traditional algorithm recommendation, AI virtual assistant recommendation is more likely to stimulate the user’s anthropomorphic tendency;At the same time, anthropomorphism and social presence not only play a simple mediating effect between recommendation method and user adoption intention respectively, but also anthropomorphism affects social presence, they play a chain mediating role between recommendation method and adoption intention. The research results can provide practical guidance for managers to improve the effectiveness of the recommendation system, and then promote the wide application and development of related technologies.展开更多
消费者将某一客体进行拟人化的倾向是与生俱来的,孤独的人不仅可以与人建立社交联系,也可以和非人类的对象(如拟人化品牌)建立类人的联系,以此弥补自己匮乏的社交关系。本研究发现:相比于非拟人化品牌,消费者对拟人化品牌具有更高的品...消费者将某一客体进行拟人化的倾向是与生俱来的,孤独的人不仅可以与人建立社交联系,也可以和非人类的对象(如拟人化品牌)建立类人的联系,以此弥补自己匮乏的社交关系。本研究发现:相比于非拟人化品牌,消费者对拟人化品牌具有更高的品牌钟爱,孤独感显著增强了消费者对拟人化品牌的钟爱程度。高孤独感的消费者更钟爱热情型拟人化品牌,低孤独感消费者更钟情于能力型拟人化品牌。孤独感激发个体与拟人化品牌产生类社会互动,进而使消费者拟人化品牌更加钟爱。本研究丰富了孤独感和品牌拟人化的文献内容,为孤独经济蓬勃发展下的新消费需求提出营销策略与建议。Consumers’ tendency to personify an object is innate. Lonely people can not only establish social contact with people, but also establish anthropomorphic contact with non-human objects (such as anthropomorphic brands) to make up for their lack of social relations. This study found that compared with non-anthropomorphic brands, consumers have higher brand love for anthropomorphic brands, and loneliness significantly enhances consumers’ love for anthropomorphic brands. Consumers with high loneliness prefer enthusiastic personification brands, while consumers with low loneliness prefer ability personification brands. Loneliness stimulates individuals to interact with anthropomorphic brands in a quasi-social way, which in turn makes consumers more fond of anthropomorphic brands. This study enriches the literature content of loneliness and brand personification, and puts forward marketing strategies and suggestions for the new consumption demand under the booming lonely economy.展开更多
产品拟人化作为一种创新的营销策略,通过赋予产品人类特征(如面孔、情感和个性)拉近了消费者与产品之间的情感距离,从而有效地促进了消费者的购买意愿。情感线索,如面孔特征、权力感知和可爱感知,已成为影响消费者决策的重要因素。面孔...产品拟人化作为一种创新的营销策略,通过赋予产品人类特征(如面孔、情感和个性)拉近了消费者与产品之间的情感距离,从而有效地促进了消费者的购买意愿。情感线索,如面孔特征、权力感知和可爱感知,已成为影响消费者决策的重要因素。面孔特征通过表达情感和传递个性,能够迅速吸引消费者注意并激发情感反应;权力感知则影响消费者对产品的偏好和选择,尤其在强调控制力和地位的情境下;而可爱感知通过激发保护欲和情感联结,尤其在高风险决策中表现出独特的作用。本文综述了情感线索在产品拟人化中的作用机制,探讨了不同文化背景和产品类别对情感线索效果的调节作用,并指出当前研究的不足与未来研究的方向。未来的研究可聚焦于跨文化差异、情感线索与其他营销变量的交互作用,以进一步丰富消费者购买决策的理论框架,并为营销策略的优化提供实证支持。Product anthropomorphism, as an innovative marketing strategy, bridges the emotional gap between consumers and products by endowing products with human characteristics (such as faces, emotions, and personalities), thereby effectively enhancing consumers’ purchase intentions. Emotional cues, such as facial features, perceptions of power, and perceptions of cuteness, have emerged as significant factors influencing consumer decisions. Facial features, by expressing emotions and conveying personalities, can quickly capture consumers’ attention and elicit emotional responses. Perceptions of power influence consumers’ preferences and choices for products, especially in contexts emphasizing control and status. Meanwhile, perceptions of cuteness play a unique role in high-risk decisions by triggering protective instincts and emotional bonds. This paper reviews the mechanisms through which emotional cues function in product anthropomorphism, discusses the moderating effects of different cultural backgrounds and product categories on the effectiveness of these cues, and points out the limitations of current research as well as directions for future studies. Future research can focus on cross-cultural differences and the interactions between emotional cues and other marketing variables to further enrich the theoretical framework of consumer purchase decisions and provide empirical support for optimizing marketing strategies.展开更多
文摘基于拟人化三因素理论和社会化反应理论,引入拟人化和社会临场感作为中介变量,构建研究假设模型,探讨AI虚拟助手推荐和传统算法推荐对用户推荐采纳意愿的影响机制。通过主观调查的实证研究发现,相比传统算法推荐,AI虚拟助手推荐更易激发用户的拟人化倾向;同时,拟人化和社会临场感不仅分别在推荐方式和用户采纳意愿间发挥简单中介效应,而且拟人化影响社会临场感,两变量在推荐方式和采纳意愿间发挥链式中介作用。研究结论可以为管理者提供提高推荐系统效果的实践指导,进而推动相关技术的广泛应用和发展。Based on the three-factor theory of anthropomorphism and social presence theory, this paper introduces anthropomorphism and social presence as mediating variables, constructs a research hypothesis model, and discusses the mechanism of AI virtual assistant recommendation and traditional algorithm recommendation on users’ recommendation adoption intention. Through the empirical research of subjective survey, it is found that compared with the traditional algorithm recommendation, AI virtual assistant recommendation is more likely to stimulate the user’s anthropomorphic tendency;At the same time, anthropomorphism and social presence not only play a simple mediating effect between recommendation method and user adoption intention respectively, but also anthropomorphism affects social presence, they play a chain mediating role between recommendation method and adoption intention. The research results can provide practical guidance for managers to improve the effectiveness of the recommendation system, and then promote the wide application and development of related technologies.
文摘消费者将某一客体进行拟人化的倾向是与生俱来的,孤独的人不仅可以与人建立社交联系,也可以和非人类的对象(如拟人化品牌)建立类人的联系,以此弥补自己匮乏的社交关系。本研究发现:相比于非拟人化品牌,消费者对拟人化品牌具有更高的品牌钟爱,孤独感显著增强了消费者对拟人化品牌的钟爱程度。高孤独感的消费者更钟爱热情型拟人化品牌,低孤独感消费者更钟情于能力型拟人化品牌。孤独感激发个体与拟人化品牌产生类社会互动,进而使消费者拟人化品牌更加钟爱。本研究丰富了孤独感和品牌拟人化的文献内容,为孤独经济蓬勃发展下的新消费需求提出营销策略与建议。Consumers’ tendency to personify an object is innate. Lonely people can not only establish social contact with people, but also establish anthropomorphic contact with non-human objects (such as anthropomorphic brands) to make up for their lack of social relations. This study found that compared with non-anthropomorphic brands, consumers have higher brand love for anthropomorphic brands, and loneliness significantly enhances consumers’ love for anthropomorphic brands. Consumers with high loneliness prefer enthusiastic personification brands, while consumers with low loneliness prefer ability personification brands. Loneliness stimulates individuals to interact with anthropomorphic brands in a quasi-social way, which in turn makes consumers more fond of anthropomorphic brands. This study enriches the literature content of loneliness and brand personification, and puts forward marketing strategies and suggestions for the new consumption demand under the booming lonely economy.
文摘产品拟人化作为一种创新的营销策略,通过赋予产品人类特征(如面孔、情感和个性)拉近了消费者与产品之间的情感距离,从而有效地促进了消费者的购买意愿。情感线索,如面孔特征、权力感知和可爱感知,已成为影响消费者决策的重要因素。面孔特征通过表达情感和传递个性,能够迅速吸引消费者注意并激发情感反应;权力感知则影响消费者对产品的偏好和选择,尤其在强调控制力和地位的情境下;而可爱感知通过激发保护欲和情感联结,尤其在高风险决策中表现出独特的作用。本文综述了情感线索在产品拟人化中的作用机制,探讨了不同文化背景和产品类别对情感线索效果的调节作用,并指出当前研究的不足与未来研究的方向。未来的研究可聚焦于跨文化差异、情感线索与其他营销变量的交互作用,以进一步丰富消费者购买决策的理论框架,并为营销策略的优化提供实证支持。Product anthropomorphism, as an innovative marketing strategy, bridges the emotional gap between consumers and products by endowing products with human characteristics (such as faces, emotions, and personalities), thereby effectively enhancing consumers’ purchase intentions. Emotional cues, such as facial features, perceptions of power, and perceptions of cuteness, have emerged as significant factors influencing consumer decisions. Facial features, by expressing emotions and conveying personalities, can quickly capture consumers’ attention and elicit emotional responses. Perceptions of power influence consumers’ preferences and choices for products, especially in contexts emphasizing control and status. Meanwhile, perceptions of cuteness play a unique role in high-risk decisions by triggering protective instincts and emotional bonds. This paper reviews the mechanisms through which emotional cues function in product anthropomorphism, discusses the moderating effects of different cultural backgrounds and product categories on the effectiveness of these cues, and points out the limitations of current research as well as directions for future studies. Future research can focus on cross-cultural differences and the interactions between emotional cues and other marketing variables to further enrich the theoretical framework of consumer purchase decisions and provide empirical support for optimizing marketing strategies.
