Purpose

Benefiting from the development and innovation of artificial intelligence and affective computing technology, social chatbots that integrate cognitive analysis and affective social services have flooded into the consumer market. For cognition and emotion-oriented tasks, social chatbots do not always receive positive consumer responses. In addition, consumers have a contradictory attitude toward the anthropomorphism of chatbots. Therefore, from the perspective of mind perception and the two dimensions of social judgment, this research explores the mechanism of consumer responses to anthropomorphic interaction styles when social chatbots complete different service tasks.

Design/methodology/approach

This paper utilizes three behavior experimental designs and survey methods to collect data and the ANOVA, t-test and bootstrap analysis methods to verify the assumed hypotheses.

Findings

The results indicate that when the service task type of a social chatbot is cognition-oriented, compared to a warm anthropomorphic interaction style, a competent anthropomorphic interaction style can improve consumer responses more effectively. During this process, agent-mind perception plays a mediating role. When the service task type of a social chatbot is emotion-oriented, compared with a competent anthropomorphic conversation style, a warm anthropomorphic conversation style can improve consumer responses. Experience-mind perception mediates this influencing relationship.

Originality/value

The research results theoretically enrich the relevant research on the anthropomorphism of social chatbots and expand the application of the theory of mind perception in the fields of artificial intelligence and interactive marketing. Our findings provide theoretical guidance for the anthropomorphic development and design of social chatbots and the practical management of service task scenarios.

中文翻译：

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拟人化如何促进消费者对社交聊天机器人的反应：心理感知视角

 目的

受益于人工智能和情感计算技术的发展和创新，融合认知分析和情感社交服务的社交聊天机器人涌入消费市场。对于认知和情感导向的任务，社交聊天机器人并不总是能得到消费者的积极回应。此外，消费者对聊天机器人的拟人化持矛盾的态度。因此，本研究从心理感知和社会判断两个维度的角度，探讨了当社交聊天机器人完成不同的服务任务时，消费者对拟人化交互方式的反应机制。

设计/方法/方法

本文利用三种行为实验设计和调查方法来收集数据，并利用方差分析、t 检验和引导分析方法来验证假设假设。

 发现

结果表明，当社交聊天机器人的服务任务类型是面向认知的时，与温暖的拟人化交互风格相比，称职的拟人化交互风格可以更有效地改善消费者的反应。在此过程中，主体-心理感知起中介作用。当社交聊天机器人的服务任务类型以情感为导向时，相较于称职的拟人化对话风格，温暖的拟人化对话风格可以提高消费者的反应。经验-心智感知介导了这种影响关系。

 原创性/价值

研究结果从理论上丰富了社交聊天机器人拟人化的相关研究，拓展了心智感知理论在人工智能和互动营销领域的应用。我们的研究结果为社交聊天机器人的拟人化开发设计以及服务任务场景的实践管理提供了理论指导。