摘要
服务机器人被认为是降低成本、提高效率及创新服务的重要方式。如何利用服务机器人提升顾客满意是服务企业所关注的重要问题。本文基于顾客价值层次理论,构建了服务机器人的感知智能和感知可爱对顾客满意的影响模型,模型包括消费动机的调节机制和顾客融入的中介机制。通过一项对2,201名顾客的网络文本的探索性研究和两项对622名成年人被试的实证研究表明,感知智能和感知可爱正向影响顾客满意。消费动机对感知智能和感知可爱的作用具有调节效应,即相比在享乐动机情境下,在功利动机情境下,感知智能对顾客满意的影响更大;而相比在功利动机情境下,在享乐动机情境下,感知可爱对顾客满意的影响更大。上述调节效应是通过顾客对服务机器人产生不同融入程度实现的。本研究不仅在理论上厘清了服务机器人的感知智能与感知可爱对顾客满意的差异影响,而且在实践上对企业引进服务机器人具有一定的借鉴意义。
Service robot is considered to be an important way to reduce costs,improve efficiency and promote service innovation.But how to use service robot to improve customer satisfaction,is a core concern of service enterprises.Drawing upon customer value hierarchy theory,this study constructs a impact model of service robot's perceived intelligence and perceived cuteness on customer satisfaction,including the boundary condition of consumption motivation and the underlying mechanism of interactive experience.An exploratory study of 2,201 network texts of customers and two empirical studies of 622 adult respondents showed that perceived intelligence and perceived cuteness of service robot positively affect customer satisfaction and downstream behavior(patronage intention and willingness to share).Consumption motivation has a moderating effect on the influence of perceived intelligence and perceived cuteness of service robot.For utilitarian motivation,perceived intelligence has a greater impact on customer satisfaction than hedonic motivation.While for hedonic motivation,perceived cuteness has a greater impact on customer satisfaction than utilitarian motivation.And such moderating effect is mediating by customer engagement.This study not only makes theoretical contribution on clarifying the different effects of perceived intelligence and perceived cuteness of service robots on customer satisfaction,but also provides an important reference for service enterprises to introduce and apply service robots in practice.
作者
朱翊敏
梁嘉明
吴继飞
Zhu Yimin;Lian jaming;Wa Jifei(School of Business,Sun Yat-sen University;School of Maxism,Sun Yat-sen University)
出处
《营销科学学报》
CSSCI
2023年第4期41-59,共19页
Journal of Marketing Science
基金
国家自然科学基金项目(编号:72002225)
教育部人文社会科学研究规划基金项目(编号:22YJA630124)
广东省自然科学基金项目(编号:2023A1515010782、2021A1515011899、2023A1515010573)的资助。
关键词
服务机器人
消费动机
感知智能
感知可爱
顾客满意
service robot
consumption motivation
perceived intelligence
perceived cuteness
customer satisfaction
