“情感为本”还是“功用为先”：聊天机器人持续使用意愿的影响研究

"Emotion Oriented" or "Function Oriented"：A Study on the Impact of Continuance Intention of Chatbots

摘要:

随着人工智能技术的不断发展，聊天机器人逐渐成为企业改善顾客体验的重要工具。为此，基于自我决定理论，探究了聊天机器人的功能特征和类人特征对顾客持续使用意愿的影响与作用机制。通过问卷调查收集406份有效数据，采用PLS-SEM和Bootstrap方法进行实证分析。结果表明：(1)社会临场感这一类人特征对感知信息质量和感知享受这两大功能特征具有显著积极影响，且社会临场感的影响更为突出；（2）感知信息质量和感知享受能够分别通过自主感和关联感的中介作用对顾客持续使用意愿产生积极影响；自主感和关联感在社会临场感对顾客持续使用意愿的影响中均具有显著的中介作用；(3)社会临场感能够通过感知信息质量-自主感和感知享受-关联感两个链式中介对顾客持续使用意愿产生间接影响。研究结论不仅丰富了聊天机器人持续使用意愿的相关的研究，还为企业如何配置聊天机器人以满足顾客心理需要从而提高持续使用意愿提供了理论指导。

Abstract:

With the continuous development of artificial intelligence technology, chatbots are gradually becoming an important tool for enterprises to improve customer experience. Based on self-determination theory, this study explores the impact and mechanism of functional and human-like features of chatbots on customers’ continuance intention. We collected 406 valid data through a questionnaire survey and conducted empirical analysis using PLS-SEM and Bootstrap methods. The results indicate that: (1) Social presence in human-like features has a significant positive impact on perceived information quality and perceived enjoyment in functional features, and the impact of social presence on continuance intention is more prominent. (2) Perceived information quality and perceived enjoyment can positively affect customers' continuance intention through the mediating effects of autonomy and relatedness, respectively; both autonomy and relatedness play a mediating role in the impact of social presence on continuance intention. (3) Social presence can have an indirect impact on customer's continuance intention through a chain mediation of perceived information quality - autonomy, as well as perceived enjoyment -relatedness. The research findings not only enrich the relevant research on customers' continuance intention to chatbots, but also provide theoretical guidance for enterprises on how to configure chatbots to meet customer psychological needs and improve their continuance intention.