心理科学进展2025，Vol.33Issue(6)：984-1005,22.DOI:10.3724/SP.J.1042.2025.0984
人机如何协同?销售场景中智能化数据分析为多方创造价值的机理
How can humans and machines collaborate?Investigating the value-creating mechanisms of intelligent data analysis for multiple parties in sales contexts
摘要
Abstract
This study addresses the demand for high-quality economic development and is at the forefront of advancements in digitization and intelligent technology.It aims to uncover how intelligent data analysis dashboards(machines)and sellers(salespeople)collaborate to create value for multiple parties(sellers,buyers,and platform firms)in the context of human-machine collaborative selling.The study categorizes intelligent data analysis into descriptive(what happened),diagnostic(why it happened),predictive(what will happen next),and prescriptive(what should be done about it)types.It explores,under different relationship(exchange relationship vs.communal relationship)orientations,which types of data analysis,in collaboration with which seller capabilities,can drive changes in selling behavior,thereby improving short-term transaction outcomes.It also investigates which collaborations can enhance the buyer experience,thereby improving long-term relationship quality.Furthermore,it identifies the appropriate context(i.e.,different market environment characteristics)for each relationship orientation.This study will offer new theoretical insights into research on human-machine collaboration,data analysis,and the value creation paths of platform firms.It will assist platform firms and sellers in understanding and using intelligent data analysis to create value for sellers,buyers,and platform firms,promote innovation in human-machine collaborative selling practices,and enhance supply-demand matching efficiency and effectiveness.关键词
人机协同/智能化数据分析/销售/价值创造Key words
human-machine collaboration/intelligent data analysis/selling/value creation分类
心理学引用本文复制引用
任星耀,吴慧超,陈飞燕,徐环宇,张文靖..人机如何协同?销售场景中智能化数据分析为多方创造价值的机理[J].心理科学进展,2025,33(6):984-1005,22.基金项目
国家自然科学基金面上项目(项目编号:72072095,72472077)资助. （项目编号:72072095,72472077）
