心理科学进展2026，Vol.34Issue(2)：227-238,12.DOI:10.3724/SP.J.1042.2026.0227
营销数字人对话智能特征的动态加工与神经机制
Dynamic processing of conversational intelligence features in marketing digital humans and its neural mechanisms
摘要
Abstract
As a new-generation human-computer interaction interface,marketing digital humans'conversational intelligence systems have emerged as a crucial engine for driving consumption upgrades and cultivating new quality productive forces in the digital economy.Nevertheless,the mechanisms through which the conversational intelligence features of marketing digital humans influence consumer behavior remain unclear due to the complexity of multidimensional conversational intelligence characteristics,the dynamics of multi-turn interaction patterns,and the challenges in decoupling dual-trust effects,which hinders the healthy development of the marketing digital human industry.Guided by the cognitive-affective trust theory,this study primarily investigates:(1)the consumer behavior phenomena under the interactive influence of multidimensional conversational intelligence features and various external factors;(2)the dynamic cognitive process resulting from the impact of conversational intelligence features on dual trust;(3)the cognitive neuroscience mechanisms underlying dual trust in marketing digital human;and(4)the optimization of conversational intelligence features in marketing digital human and practical application validation.Based on these research findings,the study aims to explore effective pathways for leveraging marketing digital humans'conversational intelligence systems to enhance consumer experiences,optimize business costs,and improve efficiency.关键词
营销数字人/认知-情感信任理论/智能对话系统/多维智能特征/消费行为Key words
marketing digital humans/cognitive-affective trust theory/conversational intelligence systems/multidimensional intelligent features/consumer behavior分类
社会科学引用本文复制引用
裴冠雄,董波,金佳,孟亮,张加林..营销数字人对话智能特征的动态加工与神经机制[J].心理科学进展,2026,34(2):227-238,12.基金项目
国家自然科学基金青年科学基金项目(72401263)、浙江省软科学研究计划项目[2025C25080(SYS)]. （72401263）
