管理学刊2024，Vol.37Issue(2)：122-139,18.DOI:10.19808/j.cnki.41-1408/F.2024.0018
拟人化沟通对购买意愿的差异化影响
The Differential Effect of Anthropomorphic Communication on Purchase Intention
摘要
Abstract
Intelligent customer service has a wide range of popularity and diverse application scenarios,but the standardized answer and unreasonable feedback content of intelligent customer service are the main pain points plaguing consumers.Using the stereotype content model,the study constructs an interaction model between anthropomorphic communication(warm and competent)and product categories(hedonic and practical products),and explores how anthropomorphic communication and product categories jointly affect consumers'purchase intention.Through three scenario simulation experiments,it is proved that intelligent customer service adopts warm communication to recommend hedonic products,which can effectively stimulate consumers'emotional value and thus increase their purchase intention.Intelligent customer service adopts competence-based communication to recommend practical products,which can effectively stimulate the practical value of consumers and thus increase their purchase intention.The research focuses on the communication dilemma of intelligent customer service,expands the research scope of anthropomorphic communication mode,enriches the influence of the perceived value of a specific scene on consumer behavior,and provides strong support for enterprises to formulate personalized intelligent customer service communication strategies in practice.关键词
智能客服/拟人化沟通/产品类别/感知价值/消费者购买意愿Key words
customer service robot/anthropomorphic communication/product category/perceived value/consumers'purchase intention分类
管理科学引用本文复制引用
董明放,李涵..拟人化沟通对购买意愿的差异化影响[J].管理学刊,2024,37(2):122-139,18.基金项目
国家社会科学基金一般项目(20BGL010) （20BGL010）
中国博士后科学基金第67批面上资助(2020M673350) （2020M673350）
陕西省自然科学基础研究基金青年人才项目(2020JQ-689) （2020JQ-689）
陕西省社会科学基金年度项目(2019S002) （2019S002）
