丝绸2025，Vol.62Issue(9)：33-42,10.DOI:10.3969/j.issn.1001-7003.2025.09.004
服装品牌智能客服服务满意度的影响因素研究
Research on the influencing factors of artificial intelligence customer service satisfaction of fashion brands
摘要
Abstract
Accompanied by technological innovation,China's e-commerce field is characterized by digital intelligence,and its market scale and innovative vitality are constantly increasing.The emergence and improvement of artificial intelligence customer service has effectively alleviated the pressure of e-commerce customer service.Artificial intelligence customer service can reshape the customer service mode by virtue of the advantages of automated response,convenience and efficiency.Market analysis points out that in 2027,China's artificial intelligence customer service market size is expected to exceed 18 billion yuan,with huge market potential.Although brands continue to deploy artificial intelligence customer service,user feedback is not optimistic,more than half of consumers believe that its help is limited,and only 9.2％of consumers recognize its ability to solve problems.Focusing on the fashion industry,artificial intelligence customer service for fashion brands can answer questions and solve problems for consumers,cultivate their preference for the brand,and increase brand sales,which has a high application value for the fashion industry.However,for fashion products involving a large number of subjective evaluation dimensions,consumers need to obtain more information before purchasing clothes to reduce the risk of purchase,and it increases the pressure on customer service in the fashion field.In the face of the contradiction between the huge potential market owned by artificial intelligence customer service and the high demand and requirement for customer service due to the qualities of fashion experience-based products,exploring the path of consumer satisfaction evaluation of artificial intelligence customer service for fashion brands can help to improve the overall competitiveness of the brand. To further enhance consumer satisfaction with artificial intelligence customer service of fashion brands,the study builds a theoretical model based on the technical attributes of artificial intelligence customer service,according to the Technology Acceptance Model,from the direct effect,mediation effect,and moderating effect,and tests the theoretical model with the help of SmartPLS.The study focuses on social influence and individual consumer characteristics,and introduces three external variables:trust,subjective norm and experience.Among them,trust reflects consumers' perceptions of the privacy protection,security,and quality of information and services provided by artificial intelligence customer service;subjective norm refers to the pressure consumers feel from the surrounding groups in the process of using artificial intelligence customer service to purchase clothes;and experience is the richness of consumers' experience of using artificial intelligence customer service when purchasing clothes.Meanwhile,perceived usefulness and perceived ease of use in the Technology Acceptance Model are taken as important components of the theoretical model to explore the relationship between them and user satisfaction,and to further explore the mediating role they play between external variables and customer satisfaction.In addition,the study focuses on the influence of individual characteristics of fashion on the satisfaction evaluation of artificial intelligence customer service,and introduces fashion innovativeness and personal innovativeness in IT as moderating variables into the model,which enhances the relevance and practical value of the model.The results show that perceived trust,subjective norm and experience have a positive impact on perceived usefulness and perceived ease of use;perceived usefulness and perceived ease of use are significant predictors of customer satisfaction;perceived trust,subjective norm and experience can indirectly affect customer satisfaction through perceived usefulness and perceived ease of use;fashion innovativeness positively influences the relationship between subjective norm and perceived usefulness;personal innovativeness in IT negatively influences the relationship between subjective norm and perceived ease of use. Clarifying the factors affecting consumer satisfaction with artificial intelligence customer service of fashion brands can provide insights for fashion brands to improve artificial intelligence customer service in a targeted way.From the point of view of the role played by the three external variables in the model,artificial intelligence customer service can build a good and credible external use environment for consumers with the help of opinion leader and the implementation of privacy protection policy;considering the perceived usefulness as a key variable,it is necessary to give full play to the advantages of the digital intelligence of identification,matching,and portraits;targeting at the consumer of different innovativeness levels,consumers with high fashion innovativeness level and low personal innovativeness in IT level are taken as the early experiencers and disseminators of the upgrading and promotion of artificial intelligence customer service for fashion brands.The research results can provide reference for optimizing and improving consumer satisfaction with artificial intelligence customer service.关键词
智能客服/消费者/满意度/技术接受模型/感知有用性/感知易用性Key words
artificial intelligence customer service/consumer/satisfaction/Technology Acceptance Model/perceived usefulness/perceived ease of use分类
轻工纺织引用本文复制引用
李敏,姜夏楠,陈彩霞..服装品牌智能客服服务满意度的影响因素研究[J].丝绸,2025,62(9):33-42,10.基金项目
国家自然科学基金委员会项目(72372022) （72372022）
中央高校基本科研业务费专项资金项目(2232020G-08) （2232020G-08）
