74 
60除了外形的拟人化，在生成式AI与大模型等前沿技术的赋能下，服务机器人呈现出情感拟人化的新特征。服务机器人通过模仿人际交往中的人类共情对消费者参与人机价值共创的心理与行为产生影响。本研究从服务机器人拟人化特征的两个不同方面即共形与共情，探讨其对消费者人机价值共创意愿的影响，基于社会存在感理论对影响的机制路径提供新的解释，并进一步探讨消费者社会互动需求的边界作用。研究进行了三项实验。结果表明，消费者认知下服务机器人的拟人化特征是立体化的，共形与共情对人机价值共创意愿存在正向交互效应，社会存在感在其中发挥中介作用。对社会互动需求高的消费者，社会存在感对人机价值共创意愿的促进作用更强。本研究明晰了新技术嵌入服务机器人拟人化设计背景下人机价值共创现象中消费者的心理与行为机理，并就企业在实践中如何针对服务场景更好地进行服务机器人营销提供了有益建议。
“共形”之外亦需“共情”：服务机器人拟人化特征对消费者人机价值共创意愿的影响
摘要
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引用本文
朱腾腾, 谢礼珊, 刘灿棉. “共形”之外亦需“共情”：服务机器人拟人化特征对消费者人机价值共创意愿的影响[J]. 外国经济与管理, 2024, 46(12): 135-151.
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