文献类型：期刊文献

中文题名：智能助手对消费者的推荐说服机制研究--基于社会角色视角

英文题名：Research on the Recommendation Persuasion Mechanism of Intelligent Agents to Consumers——Based on the Perspective of Social Roles

作者：计纬[1];戚海峰[1];费鸿萍[1]

机构：[1]华东理工大学商学院

年份：2025

卷号：28

期号：3

起止页码：40

中文期刊名：南开管理评论

外文期刊名：Nankai Business Review

收录：;北大核心:【北大核心2023】；

语种：中文

中文关键词：智能产品拟人化;智能助手;人机交互;产品说服;社会角色

外文关键词：Personification of Intelligent Products;Intelligent Assistants;Human-Computer Interaction;Product Persuasion;Social Roles

摘要：本文以智能语音助手为对象,基于社会角色理论视角,比较了在智能助手扮演“伙伴”和“管家”两种社会角色的情境下消费者对其推荐产品接受意愿的差异及其心理机制。研究结论表明:相比管家型助手,伙伴型助手在日常购物情境中更容易激发消费者产品推荐接受意愿,这种现象的产生源于智能助手的伙伴角色形象促进了与消费者的心理连接,从而提升了消费者对智能助手的信任感。另外,相比低卷入度产品,在进行高卷入度产品推荐时,上述效应会减弱,“管家”型智能助手的专业性与可靠性更能提升消费者的信任度和产品推荐接受意愿。基于以上结论,本文提出智能产品推荐并给出了相关的营销建议。
With the rapid development of Artificial Intelligence(AI)technology,intelligent voice assistants are being widely used in the online shopping activities,especially in the process of product recommendation and decision support,and began to become an increasingly prominent tool for online shoppers.More and more companies are using intelligent assistants to provide consumers with product information and purchase suggestions,with a view to shortening the consumer purchase decision-making process,while enhancing the personalized shopping experience.From the perspective of technological development,intelligent voice assistants have been able to achieve a fairly accurate and fast level of recommendation results.However,influenced by individual buying habits,trust,privacy protection and other factors,consumers are still not highly receptive to intelligent recommendations.One of the important reasons for the existence of this problem is that the present marketing academic community still lacks sufficient in-depth research on the social attributes of intelligent voice assistants and their impact on human-computer interactions,which restricts the promotion of AI technologies and devices.Therefore,based on the social role theory,this study focuses on the important social cues of intelligent voice assistants-social roles,and takes“partner”and“housekeeper”as the representative social roles to study the impact of the role types of intelligent voice assistants on consumers’willingness to accept the product recommendations of intelligent voice assistants.The study investigates the impact of the role type of intelligent voice assistants on consumers’willingness to accept intelligent voice assistants’product recommendations.The study further explores the psychological mechanism of consumers’acceptance of recommendations and the moderating effect of product involvement on the above relationship.Based on a review of the previous literature,this study hypothesizes that when the interaction between intelligent voice assistants and consumers demonstrates the role of“partner”and an informal and egalitarian style of communication,it can promote psychological connection and trust,which in turn can enhance consumers`willingness to accept product recommendations.In contrast,the“housekeeper”role demonstrated by intelligent assistants emphasizes professionalism and formality,and is expected to be more suitable for providing more reliable and objective product information,especially in high-involvement product contexts.Therefore,based on the current level of technological development and the characteristics of consumers’lives,the study concludes that the role of“partner”may be more effective in building consumers’trust in intelligent voice assistants and increasing the acceptance of recommendations in daily shopping scenarios.In order to test the proposed hypothesis,this study conducted one pretest experiment and two formal experiments.In the pre-test experiment,30 and 60 subjects were respectively recruited to test and select experimental materials such as the name of the intelligent assistant,voice type,role type,and product type,respectively.In Experiment 1,90 subjects watched the interaction between consumers and intelligent voice assistants designed to play the role of“partner”or“housekeeper”,and measured the subjects’trust in the intelligent assistants and their willingness to accept the recommended products,and the study confirmed that the study confirms that“partner”assistants are more likely to enhance consumers’acceptance intentions,and that this positive enhancement is fully mediated by human-computer trust,i.e.,the“partner”role improves recommendation acceptance by enhancing trust.This finding emphasizes the importance of trust in human-computer interaction,especially in AI-driven product recommendation contexts.In addition to trust,the study also explored the possibility of hedonic motivation as an alternative explanation for consumers’acceptance of recommendations.However,the findings suggest that while hedonic motivation may enhance the overall shopping experience,it does not significantly mediate the relationship between the social role of intelligent voice assistants and recommendation acceptance intentions.This further reinforces that trust plays a central role in influencing current consumer responses to intelligent voice assistants.In Experiment 2,the researchers verified the main effect and mediation effect with 133 subjects,based on which the moderating effect of product involvement on the relationship between the role type of the intelligent voice assistant,human-computer trust and willingness to accept recommendations was further confirmed.This moderating effect is manifested in the fact that the effectiveness of the“partner”role of the intelligent assistant is weakened when recommending a high-in-volvement product compared to a low-involvement product.In this case,the“housekeeper”role,which emphasizes professionalism and reliability,becomes more persuasive.This shift also implies that the Elaboration Likelihood Model(ELM)also has explanatory power in the context of product recommendation by intelligent voice assistants.Based on the intelligent recommendation context,this study makes an inquiry into the relationship between intelligent marketing tools and consumer purchase behavior.Through in-depth study of the effect of social cues of intelligent voice assistants in intelligent recommenda-tion,the effectiveness of intelligent marketing campaigns is verified and corresponding explanatory mechanisms are proposed,which pro-vides necessary support for the construction of the intelligent market-ing theoretical system.Meanwhile,the findings extend the traditional persuasion and recommendation theories to the human-computer interaction context driven by artificial intelligence,providing new in-sights into how consumers perceive and respond to the social roles of non-human entities.Finally,for previous studies on product/brand an-thropomorphism,this study integrates social roles and communication anthropomorphism with the specific features of online shopping and intelligent recommendation,which enhances the explanatory power of anthropomorphic marketing tactics in the online environment and breaks through the narrowness of the traditional anthropomorphism studies that overly focus on shape anthropomorphism to a certain ex-tent.In addition,this study provides constructive management suggestions for managers of intelligent marketing campaigns and developers of intelligent voice assistants based on the findings.First,enterprises can adjust the social role of intelligent assistants according to specific con-texts and product types,enhance consumers’trust in their intelligent assistants through positive interactions,and then improve the effec-tiveness of their marketing campaigns in influencing consumer behav-ior.Secondly,the interaction between consumers and intelligent voice assistants promotes consumers’enthusiasm and active participation in marketing activities,changes the traditional marketing model domi-nated by enterprises,and promotes the development of value co-cre-ation activities between enterprises and consumers.Third,based on the development of artificial intelligence technology,with the help of more diversified anthropomorphic means,enrich the social attributes of intelligent assistants,and continuously promote the development and effectiveness of the enterprise’s marketing communication strate-gy.