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引用次数: 0
摘要
本研究旨在探讨代理类型和语音语调对公众感知的组织-公众关系以及对组织的行为意向的影响。通过一个 2（代理类型：人类 vs. 人工智能）x 2（语音语调：对话式人类 vs. 组织）的主体间实验，研究表明，在 Twitter 环境中，由人类代理传达的组织信息在参与者中产生的感知控制相互性显著高于由人工智能代理传达的信息。使用人类会话语音会产生明显更强的关系结果。研究发现，代理类型和语音语调对控制相互性有明显的交互影响。本研究通过研究人工智能代理在组织-公众关系中的潜在作用，以及在 Twitter 环境中对组织的支持行为意向，为公共关系文献和实践做出了贡献。
Can we build a relationship through artificial intelligence (AI)? Understanding the impact of AI on organization-public relationships
The purpose of this study is to explore the role of agent type and voice tone on publics’ perceived organization-public relationships and behavioral intention towards an organization. Through a 2 (agent type: human vs. AI) x 2 (voice tone: conversational human vs. organizational) between-subjects experiment, the study shows that organizational messages communicated by a human agent generated significantly higher perceived control mutuality among participants in a Twitter setting than messages communicated by an AI agent. The use of conversational human voice resulted in significantly stronger relational outcomes. A significant interaction effect was found between agent type and voice tone on control mutuality. This study contributes to the public relations literature and practice by examining the potential role of AI agents in organization-public relationships and supportive behavioral intention towards an organization in the setting of Twitter.
期刊介绍：
The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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