智能客服拟人化沟通对用户使用意愿的影响研究
The Impact of Anthropomorphic Communication by Intelligent Customer Service on Users’ Usage Intention
摘要: 随着人工智能技术的快速发展，智能客服凭借成本低、全天在线、高效稳定的优势在企业服务领域得到了广泛应用，但由于技术发展不完善，以及人类对机器的抵触和恐惧心理，不少用户对智能客服的使用意愿不强。本研究探讨在开启交互前，智能客服能否通过拟人化沟通提升用户使用意愿，以及相应的作用机制和边界条件。研究发现：智能客服拟人化沟通能够提升用户的使用意愿，心理距离在其中起到中介作用，相比于实用型商品，用户在购买享乐型商品时，拟人化沟通的提升作用更显著，且心理距离的中介作用更强。
Abstract: With the rapid advancement of artificial intelligence technology, intelligent customer service has been widely adopted in the corporate service sector due to its advantages of low cost, 24/7 availability, and high efficiency and stability. However, due to imperfect technological development and human resistance and fear toward machines, many users exhibit low willingness to use intelligent customer service. This study explores whether intelligent customer service can enhance users’ usage intention through anthropomorphic communication before initiating interaction, as well as the underlying mechanisms and boundary conditions. The findings indicate that anthropomorphic communication by intelligent customer service can enhance users’ usage intention, with psychological distance serving as a mediating factor. Compared to utilitarian products, the enhancing effect of anthropomorphic communication is more pronounced when users purchase hedonic products, and the mediating role of psychological distance is stronger.
文章引用：苏畅雨. 智能客服拟人化沟通对用户使用意愿的影响研究[J]. 现代管理, 2025, 15(12): 43-54. https://doi.org/10.12677/mm.2025.1512309

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