工商管理学院知识库

  在人工智能技术的迅速发展和应用的背景下，优化人机关系、提升消费者人机交互体验成为时代重要议题。作为人类特征与智能产品联结程度的体现，拟人化这一概念在人机关系的构成与平衡过程中扮演了重要角色。拟人化指人类将非人类事物人格化，主观赋予其思想、情感以及行为能力。机器人产品的拟人化程度能够影响消费者的使用意愿，拟人化程度得当的机器人产品能够提升消费者信任，促进消费者积极消费行为，而不当的拟人化程度会引来消费者心理层面的厌恶与反感。已有研究表明，机器人拟人化程度的提升对于消费者使用意愿既有正向影响，又有负向影响，其内部机制较为复杂，鲜有研究同时关注两条路径。因此有必要基于更全面的视角，关注正负效应的作用路径和边界条件，以及之间可能存在的更为复杂的机制，以期打开机器人拟人化影响使用意愿的“黑箱”。

  研究主要基于社会临场理论、恐怖谷理论和社会认知论，在回顾与总结前人相关研究的基础上综合分析，提出研究模型，探究家用情境下类人智能机器人（Humanoid Intelligent Robot, HIR）拟人化对于消费者使用意愿的影响机制，构建了一个以消费者感知智能和感知威胁为链式路径、以自我效能感调节的模型。研究通过两次问卷调查构建情境并收集相关数据，使用SPSS 26.0和HLM 6.08分析相关数据，检验假设。

  研究得出以下结论：（1）家用HIR拟人化会正向影响感知智能，进而正向影响使用意愿；（2）家用HIR拟人化会正向影响感知威胁，进而负向影响使用意愿；（3）感知智能和感知威胁在家用HIR拟人化与使用意愿的关系中起链式中介作用。家用HIR拟人化会正向影响感知智能，从而正向影响感知威胁，进而负向影响使用意愿；（4）自我效能感负向跨层次调节家用HIR拟人化对感知威胁的影响；当消费者自我效能感水平较高时，家用HIR拟人化对感知威胁的正向作用减弱。研究为相关企业从事机器人设计生产活动提供了理论指导，为从业者改善人机关系、提升消费者人机交互体验提供了参考，并丰富了基于社会科学角度的人工智能相关研究。

  In the context of the rapid development and application of artificial intelligence technology, optimizing human-computer relationship and improving consumer human-computer interaction experience have become important issues of the era. As the embodiment of the connection between human characteristics and intelligent products, the concept of personification plays an important role in the formation and balance of human-machine relations. Personification means that human beings personalize non-human things and subjectively endow them with thoughts, feelings and behavioral abilities. The degree of personification of robot products can affect consumers' willingness to use. The robot products with appropriate degree of personification can enhance consumers' trust and promote consumers' positive consumption behavior, while the inappropriate degree of personification will lead to consumers' psychological aversion and disgust. Previous studies have shown that the improvement of robot anthropomorphic degree has both positive and negative effects on consumers' willingness to use. Its internal mechanism is relatively complex, and few studies focus on both paths at the same time. Therefore, it is necessary to pay attention to the action path and boundary conditions of the positive and negative effects, as well as the more complex mechanism that may exist between them, based on a more comprehensive perspective, in order to open the "black box" of the robot's anthropomorphic influence on the willingness to use.

  The research is mainly based on social telepresence theory, horror valley theory and social cognition theory. On the basis of reviewing and summarizing previous relevant research, the research model is put forward to explore the impact mechanism of anthropomorphic humanoid intelligent robot (HIR) on consumers' willingness to use in household situations, and a chain path based on consumers' perceived intelligence and perceived threat is constructed Self-efficacy is the model of price adjustment. The research constructs the situation and collects relevant data through two questionnaires, and uses SPSS 26.0 and HLM 6.08 to analyze relevant data and test the hypothesis.

  The research draws the following conclusions: (1) The personification of home HIR will positively affect the perception intelligence, and then positively affect the intention to use; (2) The personification of household HIR will positively affect the perceived threat, and then negatively affect the willingness to use; (3) Perceived intelligence and perceived threat play a chain mediating role in the relationship between home HIR personification and willingness to use. The personification of home HIR will positively affect the perception intelligence, thus positively affect the perception threat, and then negatively affect the willingness to use; (4) Self-efficacy negatively regulates the impact of home HIR personification on perceived threats across levels; When the level of consumer self-efficacy is high, the positive effect of home HIR personification on perceived threat is weakened. The research provides theoretical guidance for relevant enterprises to engage in robot design and production activities, provides a reference for practitioners to improve human-computer relations and enhance consumer human-computer interaction experience, and enriches the research on artificial intelligence based on social science.