工商管理学院知识库

       随着科技的持续创新和飞速发展，人工智能驱动的聊天机器人在营销领域被广泛应用，成为企业提升服务质量和增强消费者个性化体验的重要工具。尤其在客户服务环节，聊天机器人不仅能快速响应消费者需求，提供高效便捷的服务体验，还能实时互动，引导并协助消费者完成线上购买。然而，如何通过聊天机器 人的拟人化设计以有效激发消费者的积极购买意愿，对企业尤为重要。在以往研究中，聊天机器人的拟人化特征一直是影响消费者决策的重要因素，已有研究多集中于外表特征、身份特征、人格特征、价值特征等的影响。然而，作为人机交互中更为基本的拟人化特征，沟通风格在聊天机器人设计与应用的研究中却很少被系统地探讨。因此，本研究基于认知匹配理论和社会交换理论，采用情境实验法，探究聊天机器人任务导向与社交导向两种沟通风格与消费者购买意愿的关系， 关注产品类型在其中的调节作用，并引入认知信任与情感信任解释其影响机制。
       本研究通过三个实验，来验证所提出的假设。实验结果表明:(1)相较于任务导向沟通风格，社交导向沟通风格的聊天机器人能使消费者购买意愿更积极; (2)产品类型在聊天机器人沟通风格与消费者购买意愿之间的关系中起到了重要的调节作用。具体来说，消费者购买实用品时，相较于社交导向沟通风格，任 务导向沟通风格的聊天机器人更能促进消费者的购买意愿;而消费者购买享乐品时，相较于任务导向沟通风格，社交导向沟通风格的聊天机器人更能促进消费者 的购买意愿;(3)消费者购买实用品时，相较于社交导向沟通风格，任务导向沟通风格的聊天机器人更能激发消费者对聊天机器人的认知信任，进而产生更高的购买意愿。在这个机制中，认知信任发挥中介作用。另一方面，消费者购买享乐品时，相较于任务导向沟通风格，社交导向沟通风格的聊天机器人更能激发消费 者对聊天机器人的情感信任，进而产生更高的购买意愿。在这个机制中，情感信 任发挥中介作用。本研究不仅为相关企业设计与使用聊天机器人提供了有针对性的理论指导，也为其更有效地使用聊天机器人开展营销活动提供了实践启示。同时，也进一步拓展了聊天机器人在拟人化效应方面的研究，为未来聊天机器人的研究提供一定的理论借鉴。

     With the continuous innovation and rapid development of technology, AI-driven chatbots have been extensively applied in the field of marketing, becoming a crucial tool for enterprises to enhance service quality and enrich consumers' personalized experiences. Particularly in customer service, chatbots are not only capable of quickly responding to consumer needs and providing efficient and convenient service experiences but also engaging in real-time interactions to guide and assist consumers in completing online purchases. However, effectively stimulating consumers' positive purchase intentions through the anthropomorphic design of chatbots is of significant importance to businesses. In previous studies, the anthropomorphic characteristics of chatbots have consistently been identified as a significant factor influencing consumer decision-making, with research often focusing on the impact of appearance, identity, personality, and value characteristics. Yet, as a more fundamental anthropomorphic characteristic in human-computer interaction, communication style has seldom been systematically investigated in the context of chatbot design and application. Therefore, this study, grounded in cognitive fit theory and social exchange theory, employs a situational experimental approach to explore the relationship between chatbot communication styles—task-oriented versus social-oriented—and consumer purchase intentions, with a focus on the moderating role of product type and the introduction of cognitive trust and emotional trust to elucidate the underlying mechanisms of influence.
     Through three experiments, this study tests the proposed hypotheses. The results indicate that: (1) Compared to task-oriented communication styles, chatbots with social-oriented communication styles can more actively stimulate consumers' willingness to purchase; (2) Product type plays a significant moderating role in the relationship between chatbot communication style and consumer purchase intention. Specifically, when purchasing utilitarian products, chatbots with task-oriented communication styles are more likely to promote consumers' purchase intentions compared to those with social-oriented communication styles; conversely, when purchasing hedonic products, chatbots with social-oriented communication styles are more likely to promote consumers' purchase intentions compared to those with task-oriented communication styles; (3) When purchasing utilitarian products, chatbots with task-oriented communication styles are more likely to stimulate consumers' cognitive trust in the chatbot, leading to a higher willingness to purchase. In this mechanism, cognitive trust acts as a mediator. On the other hand, when purchasing hedonic products, chatbots with social-oriented communication styles are more likely to stimulate consumers' emotional trust in the chatbot, leading to a higher willingness to purchase. In this mechanism, emotional trust acts as a mediator. This study not only provides targeted theoretical guidance for relevant enterprises in the design and use of chatbots but also offers practical insights for more effective chatbot utilization in marketing activities. Furthermore, it expands research on the anthropomorphic effects of chatbots, providing theoretical references for future studies in the field.