管理工程学报2026，Vol.40Issue(5)：48-60,13.DOI:10.13587/j.cnki.jieem.2026.05.004
服务机器人社会角色与交互行为对消费者满意度的匹配效应研究
The matching effects of service robot social role and interaction behavior on consumer satisfaction
摘要
Abstract
In the era of digital intelligence,service robots are increasingly becoming vital tools for enterprises to enhance consumer experiences,finding wide applications in various sectors such as catering,accommodation,healthcare,and logistics.To further enhance the effect of human-intelligence interaction,enterprises often endow service robots with specific social roles and interaction behaviors in marketing practices to better serve consumers.However,research on the matching effects between the social roles and interaction behaviors of service robots is still in its infancy.For service robots with different social roles,how to adopt specific interaction behaviors to enhance consumer satisfaction deserves further exploration.In this study,we explore the matching effect of service robots'social roles(friend vs.assistant)and interaction behaviors(proactive vs.reactive)on consumer satisfaction,as well as the underlying mechanisms and boundary conditions of this matching effect.This study proposes that when the service robot is presented in the role of friend,proactive interaction behavior enhances consumer satisfaction,and perceived AI empathy plays a mediating role.when the service robot is presented in the role of assistant,reactive interaction behavior enhances consumer satisfaction,and perceived AI competence plays a mediating role.Furthermore,the consumer task context plays a moderating role in the matching effect of service robot social roles and interaction behaviors on consumer satisfaction. Three experiments are conducted on the credamo platform to test the research hypotheses and model.Experiment 1,based on the interactive scenarios of hotel check-in services,explores the matching effect of service robots' social roles and interaction behaviors on consumer satisfaction.The results of a two-way ANOVA indicated that when service robots were presented in the role of friend,adopting proactive interaction behaviors increased consumer satisfaction.When service robots are presented in an assistant role,adopting proactive interaction behaviors is more likely to increase consumer satisfaction.Experiment 2,based on the interactive scenario of intelligent shopping recommendation services in large supermarkets,not only verifies the matching effect of service robots'social roles and interaction behaviors on consumer satisfaction but also examines the dual mediation role of perceived AI empathy and perceived AI competence in this matching process.Specifically,perceived AI empathy mediates the impact of proactive interaction behaviors of friend-type service robots on consumer satisfaction,while perceived AI competence mediates the impact of reactive interaction behaviors of assistant-type service robots on consumer satisfaction.Additionally,Experiment 2 conducted alternative explanatory tests focusing on Curiosity and disgust,finding that neither plays a significant mediating role in the matching process between social roles and interaction behaviors in influencing consumer satisfaction.Therefore,the interfering influence of these factors is excluded.Experiment 3,based on the interactive scenarios of travel agency consultation services,verifies the moderating effect of consumption task contexts on the matching effect between service robots' social roles and interaction behaviors on consumer satisfaction.The results of a multi-factor analysis of variance indicate that in subjective consumption task contexts,friend-type service robots equipped with proactive interaction behaviors are more effective in increasing consumer satisfaction,while for assistant-type service robots,there is no significant difference between adopting proactive and reactive interaction behaviors.In objective consumption task contexts,assistant-type service robots equipped with reactive interaction behaviors are more effective in increasing consumer satisfaction,while for friend-type service robots,there is no significant difference between adopting proactive and reactive interaction behaviors. In summary,based on role congruence theory,this study delves into the matching effect of service robots' social roles and interaction behaviors on consumer satisfaction,as well as the mediating mechanisms and boundary conditions.It empirically tests these concepts through situational experiments in three interaction scenarios:hotels,supermarket,and travel agency.These findings not only contribute to expanding theoretical research on the matching relationship between social role and interaction behavior in the field of AI services marketing but also provide managerial insights for hotels,supermarkets,travel agency,and other enterprises to optimize service robot design and enhance human-robot interaction experiences.关键词
社会角色/交互行为/AI共情/AI胜任/消费任务情境Key words
Social role/Interaction behavior/AI empathy/AI competence/Consumer task context分类
管理科学引用本文复制引用
沈鹏熠,朱澳男,万德敏..服务机器人社会角色与交互行为对消费者满意度的匹配效应研究[J].管理工程学报,2026,40(5):48-60,13.基金项目
国家自然科学基金项目(72262016) （72262016）
教育部人文社会科学研究项目(23YJA630132) （23YJA630132）
江西省研究生创新专项资金项目(YC2023-S418) The Key Project of the National Natural Science Foundation of China(72262016) （YC2023-S418）
The Research Project of Humanities and Social Sciences of the Ministry of Education(23YJA630132) （23YJA630132）
Jiangxi Graduate Innovation Special Fund Project(YC2023-S418) （YC2023-S418）
