广东石油化工学院学报2025，Vol.35Issue(2)：70-75,6.
智能语音助手多构面属性与品牌关系质量提升
Smart Voice Assistant's Multifaceted Attributes and Brand Relationship Quality Improvement
张思婷 1戴程2
作者信息
- 1. 福建师范大学 传播学院,福建 福州 350108
- 2. 闽江学院 新闻传播学院,福建 福州 350108
- 折叠
摘要
Abstract
The development and application of intelligent voice assistant have enriched the ways for brands to connect with consumers,but the current research on how intelligent voice assistant can promote brand relationship is still relatively weak.By collecting data through questionnaire survey,this study explores the attribute system of intelligent voice assistant composed of intelligent attribute,sound attribute and social attribute.And through the structural equation model,the influence path of the three aspects of attribute system on brand relationship quality(brand trust,brand commitment)is verified.The results show that:social attributes can have a positive impact on brand relationship quality;intelligent attributes only have a direct positive impact on brand trust,but under the completely mediating effect of social attributes,intelligent attributes have a positive impact on brand relationship quality.Voice attributes cannot have a significant direct impact on brand relationship quality,but under the"masking effect"of social attributes,they have a positive impact on brand relationship quality.关键词
智能语音助手/人智交互/属性体系/品牌关系质量Key words
smart voice assistant/man-machine interactive/attribute system/brand relationship quality分类
社会科学引用本文复制引用
张思婷,戴程..智能语音助手多构面属性与品牌关系质量提升[J].广东石油化工学院学报,2025,35(2):70-75,6.
