摘要
人工智能技术刺激、社会临场感与顾客粘性的关系研究
——一个有调节的中介模型
摘要
随着科技和数字化的迅速发展，使用人工智能助力线下商业成为企业发展的新方
向，人工智能服务如何能够吸引和保留顾客成为企业关注的焦点。以往研究通常基于技
术接受相关模型对顾客的初始接受、持续使用意愿等展开探索，亟需新的创新和采用模
型等来指导研究以应对人工智能服务的复杂性。因此，从人工智能服务本身出发探索顾
客粘性的形成是对以往研究的有益补充。本文基于唤醒理论，着力于从人工智能服务的
技术特征出发，构建人工智能技术刺激结构，探索其对顾客粘性的影响及其中介机制，
并分析顾客特征在其中发挥怎样的作用，尝试为人工智能服务背景下顾客粘性的形成提
供新的研究思路和实践指导。
结合对唤醒理论、社会反应理论等的回顾和对人工智能、社会临场感、顾客特征及
顾客粘性等相关文献的梳理，本文以探索人工智能技术刺激与顾客粘性的作用机制作为
立足点，引入社会临场感作为中介变量，顾客互动需求和创新寻求两种顾客特征作为调
节变量，提出研究假设。为验证变量间的作用关系，本文聚焦于餐饮业智能客服机器人
的应用，开发人工智能技术刺激测量量表，基于从问卷星平台获取的 268份有效问卷进
行假设检验。
本文的结论是：人工智能技术刺激可划分为感知个性化和感知交互性两个维度，并
能够正向影响顾客粘性；社会临场感在人工智能技术刺激与顾客粘性间起部分中介作
用；顾客互动需求和创新需求能够正向调节社会临场感的中介作用，顾客互动需求或创
新寻求水平越高，社会临场感与顾客粘性正向关系越强，社会临场感的中介作用也越强。
最后，本文为企业寻求人工智能服务，提高顾客对人工智能服务的粘性提出决策建议。
关键词：人工智能技术刺激；社会临场感；顾客粘性；互动需求；创新寻求
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ABSTRACT
RESEARCH ON THE RELATIONSHIPAMONG
ARTIFICIAL INTELLIGENCE TECHNOLOGY STIMULI ,
SOCIAL PRESENCE AND CUSTOMER STICKINESS:
A MODERATED MEDIATION MODEL
ABSTRACT
With the rapid development of technology and digitalization, using artificial intelligence
(AI) to help offline business has become a new direction for enterprise development, and how
AI services can attract and retain customers has become the focus of enterprise attention.
Previous studies explored customer’ initial acceptance and continuance intention based on
technology acceptance-related models, new innovation and adoption models are urgently
needed to guide research to cope with the complexity of AI services. Therefore, exploring the
formation of customer stickiness from AI services themselves is a useful supplement to
previous research. Based onthe Arousal theory, this paper focuses onthe technical
characteristics of AI services, constructs the structure of AI technology stimuli, explores its
impact on customer stickiness and the mediating mechanism, then analyzes how customer
characteristics play roles in it. We try to provide new research ideas and practical guidance
for the formation of customer stickiness in the context of AI services.
Combining the review of Arousal theory, Social response theory and other related
literature, such asartificial intelligence, social presence,customer characteristics and
customer stickiness, this paper takes the exploration of the role mechanism of artificial
intelligence technology stimuli and customer stickiness as the basis. We introduce social
presence as a mediating variable and two customer characteristics, customer interaction
demand and innovationseeking, as moderating variables,and then propose research
hypotheses. To verify the relationship between the variables, we focused on the application of
intelligent customerservice robots in therestaurant industry, developedan artificial
intelligence technology stimuli measurement scale and conducted hypotheses testing based
on 268 valid questionnaires obtained from the Questionnaire Star platform.
The following conclusions are obtained: AI technology stimuli can be divided into two
dimensions: perceived personalisation and perceived interactivity, which can positively affect
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华北水利水电大学硕士学位论文
customer stickiness; social presence plays a partially mediating role between AI technology
stimuli and customer stickiness; customer need for interaction and novelty seeking positively
moderate the mediating role of social presence, namely the higher the level of customer need
for interaction or novelty seeking, the stronger the positive relationship between social
presence and customer stickiness, and the stronger the mediating role of social presence
between AI technologystimuli and customerstickiness. Finally, this paperprovides
suggestions for companies seeking AI services and increasing customer stickiness to AI
services.
KEY WORDS: Artificialintelligence technology stimuli;Social presence; Customer
stickiness; Need for interaction; Novelty seeking
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