作　　者： ; (谢礼珊）;

机构地区： 中山大学管理学院

出　　处： 《旅游学刊》 2021年第6期13-26,共14页

摘　　要： 随着人工智能技术的不断创新升级,服务机器人在旅游领域的应用日益普遍,许多服务机器人在设计上也会呈现出一些拟人化特征。在服务互动过程中,机器人拟人化水平是否能够影响顾客的价值共创意愿,这一问题有待深入探讨。文章以社会信息加工理论为基础,探索服务机器人的拟人化对顾客价值共创意愿的影响,并检验服务胜任力和感知可爱的双重中介作用,以及控制感在其中的调节作用。研究选取了不同旅游服务场景(酒店和机场),设计了3个实验对假设进行检验。研究结论如下:(1)服务机器人的拟人化在顾客的价值共创意愿上存在差异,相比于低拟人化水平的服务机器人,高拟人化水平的服务机器人能够让顾客产生更高的价值共创意愿。(2)顾客感知服务机器人的服务胜任力和可爱程度在其中均起到了中介作用。(3)控制感正向调节了服务胜任力、感知可爱对共创意愿的影响关系,控制感越高,顾客感知到机器人的服务胜任力和可爱程度对价值共创意愿的影响关系越强。(4)控制感正向调节了服务胜任力、感知可爱的中介强度,即控制感越高,拟人化通过两个中介路径作用于价值共创意愿的效应则越强。该研究结论对人工智能在旅游服务中的理论探索和管理实践具有积极意义和作用。 Following innovative development in artificial intelligence technology,service robots are widely used in China’s tourism industry.Service robots can perform service tasks independently;thus,customers may co-create value through collaboration with the robots.To enhance the customers’interaction experience,many robots are designed using anthropomorphism,which ascribes human characteristics to robots.In this regard,how the anthropomorphism of service robots influences customers’intention of value co-creation becomes an important issue.Hitherto,however,this issue has not been well investigated.To address that deficiency,the present study examined the relationship between the anthropomorphic appearance of service robots and the customers’experience;we did so by applying the theory of social information processing.Specifically,we proposed a positive effect of the anthropomorphic appearance of service robots on customers’intention of value co-creation through perceived service competence and cuteness.Further,that relationship is moderated by perceived control.We conducted experiments to test our hypotheses.In study 1,we recruited a sample of 89 participants.We manipulated the level of robot anthropomorphism in the context of hotel services,and we measured the customers’co-creation intention.The results indicated that compared with nonanthropomorphic robots,anthropomorphic robots induced a stronger intention of value co-creation.In study 2,we invited a sample of 84 participants to join a similar experiment as in study 1.The study 2 results showed that perceived cuteness and service competence mediated the effect of anthropomorphism of the robots on customers’co-creation intention.Using a sample of 138 participants in study 3,we adopted a 2(anthropomorphism versus non-anthropomorphism)×2(perceived control:high versus low)between-subjects design in the scenario of airport services.We found that perceived control positively moderated the effect of perceived service competence and cuteness on the intention of

关 键 词： 拟人化 价值共创意愿 服务胜任力 感知可爱 控制感 服务机器人

领　　域： [经济管理—旅游管理] [经济管理—产业经济] [自动化与计算机技术—检测技术与自动化装置] [自动化与计算机技术—控制科学与工程]