AI助手对员工绩效反馈的影响机制研究——以社媒电商行业为例
Research on the Impact Mechanism of AI Assistants on Employee Performance Feedback—Taking the Social Media E-Commerce Industry as an Example
摘要: 进入数字化时代以后，人力资源将在绩效管理，尤其是绩效反馈这一环节面临挑战。本文以人工智能绩效反馈助手为研究对象，通过问卷调查，比较了“专家”与“伙伴”两种社会角色在工作情景下，社媒电商行业员工的绩效反馈接受意愿。研究结论表明：该行业员工更愿意接受伙伴型AI绩效助手的绩效改进建议，此结论是源于如今的职场AI绩效反馈助手尚未完全实现高度拟人化，尚不至于产生“恐怖谷”效应，有限的互动程度和较强的分析能力在一定程度上会建立对AI绩效反馈助手的好感。
Abstract: After entering the digital era, human resources will face challenges in performance management, especially in the aspect of performance feedback. This article takes the artificial intelligence performance feedback assistant as the research object, and through a questionnaire survey, compares the willingness of employees in the social media e-commerce industry to accept performance feedback under two social roles: “expert” and “partner” in the work scenario. The research conclusion shows that employees in this industry are more willing to accept performance improvement suggestions from partner AI performance assistants. This conclusion is due to the fact that AI performance feedback assistants in the workplace have not yet fully achieved a high degree of anthropomorphism, and have not yet produced the “uncanny valley” effect. Limited interaction and strong analytical ability will, to some extent, establish a favorable impression of AI performance feedback assistants.
文章引用：徐娟, 吴继忠. AI助手对员工绩效反馈的影响机制研究——以社媒电商行业为例[J]. 电子商务评论, 2025, 14(12): 4443-4451. https://doi.org/10.12677/ecl.2025.14124388

参考文献

[1] Delfanti, A. (2019) Machinic Dispossession and Augmented Despotism: Digital Work in an Amazon Warehouse. New Media & Society, 23, 39-55. [Google Scholar] [CrossRef] 
[2] Chalfin, A., Danieli, O., Hillis, A., Jelveh, Z., Luca, M., Ludwig, J., et al. (2016) Productivity and Selection of Human Capital with Machine Learning. American Economic Review, 106, 124-127. [Google Scholar] [CrossRef] 
[3] 裴嘉良, 刘善仕, 崔勋, 等. 零工工作者感知算法控制: 概念化、测量与服务绩效影响验证[J]. 南开管理评论, 2021, 24(6): 14-27.
[4] Allen, R. and Choudhury, P. (2022) Algorithm-Augmented Work and Domain Experience: The Countervailing Forces of Ability and Aversion. Organization Science, 33, 149-169. [Google Scholar] [CrossRef] 
[5] Möhlmann, M., Zalmanson, L., Henfridsson, O. and Gregory, R.W. (2021) Algorithmic Management of Work on Online Labor Platforms: When Matching Meets Control. MIS Quarterly, 45, 1999-2022. [Google Scholar] [CrossRef] 
[6] 陈龙. “数字控制”下的劳动秩序——外卖骑手的劳动控制研究[J]. 社会学研究, 2020, 35(6): 113-135, 244.
[7] Liang, C., Peng, J., Hong, Y. and Gu, B. (2023) The Hidden Costs and Benefits of Monitoring in the Gig Economy. Information Systems Research, 34, 297-318. [Google Scholar] [CrossRef] 
[8] 罗映宇, 朱国玮, 钱无忌, 等. 人工智能时代的算法厌恶: 研究框架与未来展望[J]. 管理世界, 2023, 39(10): 205-233.
[9] Manser Payne, E.H., Dahl, A.J. and Peltier, J. (2021) Digital Servitization Value Co-Creation Framework for AI Services: A Research Agenda for Digital Transformation in Financial Service Ecosystems. Journal of Research in Interactive Marketing, 15, 200-222. [Google Scholar] [CrossRef] 
[10] van Doorn, J., Mende, M., Noble, S.M., Hulland, J., Ostrom, A.L., Grewal, D., et al. (2016) Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers’ Service Experiences. Journal of Service Research, 20, 43-58. [Google Scholar] [CrossRef] 
[11] Oreg, S. and Michel, A. (2013) The Psychology of Organizational Change: Viewing Change from the Employee’s Perspective. Cambridge University Press.
[12] Dietvorst, B.J., Simmons, J.P. and Massey, C. (2018) Overcoming Algorithm Aversion: People Will Use Imperfect Algorithms If They Can (Even Slightly) Modify Them. Management Science, 64, 1155-1170. [Google Scholar] [CrossRef] 
[13] Burton, J.W., Stein, M. and Jensen, T.B. (2019) A Systematic Review of Algorithm Aversion in Augmented Decision Making. Journal of Behavioral Decision Making, 33, 220-239. [Google Scholar] [CrossRef] 
[14] Bigman, Y.E. and Gray, K. (2018) People Are Averse to Machines Making Moral Decisions. Cognition, 181, 21-34. [Google Scholar] [CrossRef] [PubMed]
[15] Longoni, C., Bonezzi, A. and Morewedge, C.K. (2019) Resistance to Medical Artificial Intelligence. Journal of Consumer Research, 46, 629-650. [Google Scholar] [CrossRef] 
[16] 钟智锦, 李琼. 人机互动中社交机器人的社会角色及人类的心理机制研究[J]. 学术研究, 2024(1): 18-25.
[17] Martin, K. and Waldman, A. (2022) Are Algorithmic Decisions Legitimate? The Effect of Process and Outcomes on Perceptions of Legitimacy of AI Decisions. Journal of Business Ethics, 183, 653-670. [Google Scholar] [CrossRef] 
[18] de Visser, E.J., Monfort, S.S., McKendrick, R., Smith, M.A.B., McKnight, P.E., Krueger, F., et al. (2016) Almost Human: Anthropomorphism Increases Trust Resilience in Cognitive Agents. Journal of Experimental Psychology: Applied, 22, 331-349. [Google Scholar] [CrossRef] [PubMed]
[19] Adam, M., Wessel, M. and Benlian, A. (2020) Ai-based Chatbots in Customer Service and Their Effects on User Compliance. Electronic Markets, 31, 427-445. [Google Scholar] [CrossRef] 
[20] Fraune, M.R. (2020) Our Robots, Our Team: Robot Anthropomorphism Moderates Group Effects in Human-Robot Teams. Frontiers in Psychology, 11, Article 1275. [Google Scholar] [CrossRef] [PubMed]
[21] Moussawi, S. and Koufaris, M. (2019) Perceived Intelligence and Perceived Anthropomorphism of Personal Intelligent Agents: Scale Development and Validation. Proceedings of the 52nd Hawaii International Conference on System Sciences, Hawaii, 8-11 January 2019, 115-124. [Google Scholar] [CrossRef] 
[22] Singh, R. (2021) “Hey Alexa-Order Groceries for Me”—The Effect of Consumer-VAI Emotional Attachment on Satisfaction and Repurchase Intention. European Journal of Marketing, 56, 1684-1720. [Google Scholar] [CrossRef] 
[23] Wu, J., Chen, J. and Dou, W. (2016) The Internet of Things and Interaction Style: The Effect of Smart Interaction on Brand Attachment. Journal of Marketing Management, 33, 61-75. [Google Scholar] [CrossRef] 
[24] Hur, J.D., Koo, M. and Hofmann, W. (2015) When Temptations Come Alive: How Anthropomorphism Undermines Self-Control. Journal of Consumer Research, 42, 340-358.
[25] Chandler, J. and Schwarz, N. (2010) Use Does Not Wear Ragged the Fabric of Friendship: Thinking of Objects as Alive Makes People Less Willing to Replace Them. Journal of Consumer Psychology, 20, 138-145. [Google Scholar] [CrossRef] 
[26] Zhang, A. and Patrick Rau, P. (2023) Tools or Peers? Impacts of Anthropomorphism Level and Social Role on Emotional Attachment and Disclosure Tendency Towards Intelligent Agents. Computers in Human Behavior, 138, Article ID: 107415. [Google Scholar] [CrossRef] 
[27] 沈鹏熠, 李金雄, 万德敏. “以情动人”还是“以理服人”? 人工智能聊天机器人角色对顾客情感依恋的影响研究[J]. 南开管理评论, 2025, 28(3): 27-39.
[28] Rhee, C.E. and Choi, J. (2020) Effects of Personalization and Social Role in Voice Shopping: An Experimental Study on Product Recommendation by a Conversational Voice Agent. Computers in Human Behavior, 109, Article ID: 106359. [Google Scholar] [CrossRef] 
[29] Johnson, D. and Grayson, K. (2005) Cognitive and Affective Trust in Service Relationships. Journal of Business Research, 58, 500-507. [Google Scholar] [CrossRef] 
[30] Tong, S., Jia, N., Luo, X. and Fang, Z. (2021) The Janus Face of Artificial Intelligence Feedback: Deployment versus Disclosure Effects on Employee Performance. Strategic Management Journal, 42, 1600-1631. [Google Scholar] [CrossRef] 
[31] Lee, M.K. (2018) Understanding Perception of Algorithmic Decisions: Fairness, Trust, and Emotion in Response to Algorithmic Management. Big Data & Society, 5, 1-16. [Google Scholar] [CrossRef] 
[32] Shin, D. and Park, Y.J. (2019) Role of Fairness, Accountability, and Transparency in Algorithmic Affordance. Computers in Human Behavior, 98, 277-284. [Google Scholar] [CrossRef] 
[33] Shin, D. (2021) The Effects of Explainability and Causability on Perception, Trust, and Acceptance: Implications for Explainable Ai. International Journal of Human-Computer Studies, 146, Article ID: 102551. [Google Scholar] [CrossRef] 
[34] Shin, D. (2020) Expanding the Role of Trust in the Experience of Algorithmic Journalism: User Sensemaking of Algorithmic Heuristics in Korean Users. Journalism Practice, 16, 1168-1191. [Google Scholar] [CrossRef] 
[35] Lee, M.K. and Rich, K. (2021) Who Is Included in Human Perceptions of AI? Trust and Perceived Fairness around Healthcare AI and Cultural Mistrust. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems, Yokohama, 8-13 May 2021, 1-14. [Google Scholar] [CrossRef] 
[36] Krafft, P.M., Young, M., Katell, M., Huang, K. and Bugingo, G. (2020) Defining AI in Policy versus Practice. Proceedings of the AAAI/ACM Conference on AI, Ethics, and Society, New York, 7-9 February 2020, 72-78. [Google Scholar] [CrossRef] 
[37] Kim, K., Boelling, L., Haesler, S., Bailenson, J., Bruder, G. and Welch, G.F. (2018) Does a Digital Assistant Need a Body? The Influence of Visual Embodiment and Social Behavior on the Perception of Intelligent Virtual Agents in Ar. 2018 IEEE International Symposium on Mixed and Augmented Reality (ISMAR), Munich, 16-20 October 2018, 105-114. [Google Scholar] [CrossRef] 
[38] Waytz, A., Heafner, J. and Epley, N. (2014) The Mind in the Machine: Anthropomorphism Increases Trust in an Autonomous Vehicle. Journal of Experimental Social Psychology, 52, 113-117. [Google Scholar] [CrossRef] 
[39] Choung, H., David, P. and Ross, A. (2022) Trust in AI and Its Role in the Acceptance of AI Technologies. International Journal of Human—Computer Interaction, 39, 1727-1739. [Google Scholar] [CrossRef] 
[40] Hu, P., Lu, Y. and Gong, Y. (2021) Dual Humanness and Trust in Conversational AI: A Person-Centered Approach. Computers in Human Behavior, 119, Article ID: 106727. [Google Scholar] [CrossRef] 
[41] 吴继飞, 于洪彦, 朱翊敏, 等. 人工智能推荐对消费者采纳意愿的影响[J]. 管理科学, 2020, 33(5): 29-43.
[42] Preacher, K.J., Rucker, D.D. and Hayes, A.F. (2007) Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions. Multivariate Behavioral Research, 42, 185-227. [Google Scholar] [CrossRef] [PubMed]
[43] Hayes, A. (2013) Introduction to Mediation, Moderation, and Conditional Process Analysis. Journal of Educational Measurement, 51, 335-337.

为你推荐