从持续信任到平台忠诚：电商AI客服服务失败的归因路径

From Continuance Trust to Platform Loyalty: Attribution Pathways for E-Commerce AI Customer Service Failures

摘要: 本文聚焦于电商场景中AI客服在服务失败时，消费者如何归因这一认知过程，及其与AI客服所呈现的社会互动线索如何共同影响消费者自身的持续信任与平台忠诚度。研究构建了一个整合归因路径与社会互动调节作用的理论模型，提出并检验了几项假设，并基于问卷调查数据进行了实证分析。该研究为AI客服系统的优化设计提供了一定的指导依据：当系统能够对服务异常进行合理归因，并支持自然、可信的社会化交互时，不仅能有效缓冲服务失败引发的用户负面情绪，还有助于重建信任、增强情感联结，从而切实提升用户的持续使用意愿与忠诚度。

Abstract: This study focuses on how consumers in e-commerce settings cognitively attribute the causes of service failures involving AI customer service, and how this attribution process—together with the social interaction cues displayed by the AI—jointly influences consumers’ continuance trust and platform loyalty. The research develops a theoretical model that integrates attribution pathways with the moderating role of social interaction cues, proposes and tests multiple hypotheses, and conducts an empirical analysis based on questionnaire survey data. The study provides practical guidance for optimizing the design of AI customer service systems. The findings indicate that when the system can make reasonable attributions for service anomalies and support natural, credible social interaction, it can not only effectively buffer the negative emotions triggered by service failures, but also help rebuild trust and strengthen emotional connection, thereby tangibly enhancing users’ intention to continue using the service and their loyalty.