机器人拟人化对消费者对餐厅和服务提供商态度的影响

IF 11.3 1区化学 Q1 CHEMISTRY, PHYSICAL

ACS Catalysis Pub Date : 2024-09-27 DOI:10.1016/j.ijhm.2024.103939

Yiming Qian, Xiaoang Wan

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引用次数: 0

摘要

我们开展了这项研究，调查机器人拟人化对消费者对餐馆和服务提供商态度的影响，重点关注机器人社会角色和消费者自主性的调节作用。研究1的结果表明，当消费者观看餐厅广告时，拟人化机器人比非拟人化机器人更能激发消费者对餐厅和服务机器人的积极态度。研究2的结果表明，与非拟人机器人相比，消费者在想象餐厅就餐体验时，也会对拟人机器人表现出更积极的态度。此外，当非拟人机器人被赋予伙伴角色并让消费者选择服务员时，消费者对这些机器人的态度也会有所改善。总之，这些研究结果表明，机器人的拟人化可以带来更积极的态度，而非拟人化机器人的接受度则可以通过提高消费者自主权和分配伙伴角色来提高。这些结果为人工智能服务营销战略提供了启示。

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Influence of robot anthropomorphism on consumer attitudes toward restaurants and service providers

We conducted this study to investigate the influence of robot anthropomorphism on consumers’ attitudes toward restaurants and service providers, focusing on the moderating effects of robot social roles and consumer autonomy. The results of Study 1 revealed that anthropomorphic robots fostered more positive attitudes toward restaurants and service robots than non-anthropomorphic robots when consumers viewed restaurant advertisements. The results of Study 2 revealed that consumers also exhibited more positive attitudes toward anthropomorphic robots compared to non-anthropomorphic robots when picturing restaurant dining experiences. Furthermore, when non-anthropomorphic robots were assigned partner roles and consumers were given the option to choose their servers, attitudes toward these robots improved. Collectively, these findings suggest that anthropomorphism in robots can lead to more positive attitudes, and the acceptance of non-anthropomorphic robots can be enhanced through greater consumer autonomy and the assignment of partner roles. These results provide insight into AI service marketing strategies.

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来源期刊

ACS Catalysis CHEMISTRY, PHYSICAL-

CiteScore

20.80

自引率

6.20%

发文量

1253

审稿时长

1.5 months

期刊介绍： ACS Catalysis is an esteemed journal that publishes original research in the fields of heterogeneous catalysis, molecular catalysis, and biocatalysis. It offers broad coverage across diverse areas such as life sciences, organometallics and synthesis, photochemistry and electrochemistry, drug discovery and synthesis, materials science, environmental protection, polymer discovery and synthesis, and energy and fuels. The scope of the journal is to showcase innovative work in various aspects of catalysis. This includes new reactions and novel synthetic approaches utilizing known catalysts, the discovery or modification of new catalysts, elucidation of catalytic mechanisms through cutting-edge investigations, practical enhancements of existing processes, as well as conceptual advances in the field. Contributions to ACS Catalysis can encompass both experimental and theoretical research focused on catalytic molecules, macromolecules, and materials that exhibit catalytic turnover.