人工智能客服对消费者绿色产品购买意愿的影响研究
The Influence of AI Customer Service on Consumers’ Green Product Purchase Intention
摘要: 本研究基于刺激–机体–反应(SOR)模型，探究了人工智能客服对消费者绿色购买意愿的影响机制。结果表明：1) 人工智能客服的拟人化设计、交互响应能力以及信息质量均显著正向影响消费者的感知信任与感知价值，其中交互响应能力对这两方面的驱动效应更为突出。2) 感知信任和感知价值进一步正向促进消费者的绿色购买意愿，且感知信任对购买意愿的促进作用高于感知价值。基于此，本研究建议电商企业优化人工智能客服的交互响应能力，深化拟人化设计，并整合权威环保认证以提升信息透明度，从而构建可信赖的绿色消费智能顾问体系，为可持续消费市场的发展提供坚实的技术支撑。
Abstract: This study employs the Stimulus-Organism-Response (SOR) framework to examine how AI customer service influences consumers’ green purchase intention. Results demonstrate that anthropo-morphic design, interactive responsiveness, and information quality of AI customer service significantly enhance consumers’ perceived trust and perceived value, with interactive responsiveness exhibiting the most substantial impact. Furthermore, both perceived trust and perceived value positively drive green purchase intention, though the effect of trust is markedly stronger than that of perceived value. The findings suggest that e-commerce enterprises should optimize AI response capabilities, advance anthropomorphic features, and integrate authoritative eco-certifications to build credible intelligent advisory systems for green consumption. These strategies provide critical technological support for sustainable market development.
文章引用：丁书娟. 人工智能客服对消费者绿色产品购买意愿的影响研究[J]. 电子商务评论, 2025, 14(9): 794-803. https://doi.org/10.12677/ecl.2025.1492979

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