电商平台智能客服用户采纳行为研究：基于SOR模型的视角

Research on User Adoption Behavior of AI Customer Service in E-Commerce Platforms: A Perspective Based on the SOR Model

摘要: 随着人工智能技术的发展，智能客服已成为电商平台提升服务效率的重要工具，但其设计特征如何影响用户行为仍缺乏系统研究。基于SOR理论，本文构建“设计特征–社会临场感–用户反应”的理论模型，选取定制化、语言丰富性与形式多样性作为设计特征变量，采用2 × 2 × 2情境实验设计收集105份样本数据，并通过重复测量方差分析与Bootstrap中介检验进行实证分析。结果表明，三类设计特征均能够显著提升用户的社会临场感，并进一步促进采纳意愿与满意度。中介效应检验显示，社会临场感在三类设计特征与用户行为之间均发挥显著中介作用，其中定制化与语言丰富性表现为部分中介，而形式多样性表现为完全中介。研究结果验证了SOR理论在智能客服交互情境中的适用性，并为电商平台优化智能客服设计提供了参考依据。

Abstract: Driven by AI advances, intelligent customer service boosts e-commerce service efficiency, yet few systematic studies explore how its design features affect user behavior. Based on the Stimulus-Organism-Response (SOR) theory, this paper establishes a “design features-social presence-user responses” model, taking customization, language richness and form diversity as design variables. We collect 105 samples via a 2 × 2 × 2 scenario experiment and conduct empirical tests with repeated-measures ANOVA and Bootstrap mediation analysis. Results show all three features significantly raise user social presence, further lifting adoption intention and satisfaction. Social presence exerts a significant mediating effect in all paths: partial mediation for customization and language richness, full mediation for form diversity. This research verifies SOR’s adaptability to intelligent customer service interaction and offers references for e-commerce platforms to upgrade relevant design.