【作者】 王禹潼；

【导师】 黎小林；

【作者基本信息】 广东财经大学 ， 企业管理， 2023， 硕士

【摘要】 随着互联网的迅速发展,人工智能日益成为一个炙手可热的话题。人工智能融入了社会的方方面面,在无形之中影响着个人和企业。人工智能为我们带来生活中种种便利,也提高了我们的生活质量。同时,越来越多的企业开始利用人工智能为消费者提供产品或者服务,这种对人工智能的应用可以在一定程度上提高企业的效率、节约企业的成本,但却也带来了消费者的抵触情绪,降低购买意愿,甚至抵制人工智能的现象。所以,探究通过什么手段去降低其负面影响是十分有必要的,对企业具有较强的现实意义。许多学者从消费者的信任、身份认同、独特性以及感知控制等方面进行过详细的探讨,但是很少有学者研究影响人工智能自主性不同对消费者感知控制产生影响的边界条件。因此,本文基于补偿控制理论提出相应的研究假设,采用实验法在四种不同的实验情景下(音乐软件下载、人工智能抽血机器、无人驾驶汽车假设、智能空调购买)进行数据收集,使用SPSS软件进行分析,检验了品牌标识的有形边界,品牌名称隐喻的无形边界以及社会层级中仆人型的无形边界的调节变量作用。研究结果表明,面对自主性不同的人工智能产品或者服务,消费者无论是处在有形的边界还是无形的边界之中,都可以提升消费者对结构化的追求,达到对感知控制的恢复,提升消费者的感知控制。本研究验证了影响消费者感知控制的边界条件,从理论上说,可以帮助人们更好地理解消费者对于不同自主性的人工智能所产生心理认知以及行为反应,扩大了感知控制在营销领域的应用;同时,也扩展了现有关于感知控制的研究,引入了结构追求这一概念,也是补偿性控制理论在营销领域的进一步延伸和应用。从时间上,可以为企业的营销时间提供策略支持和借鉴,为应用人工智能的企业提供参考和建议。更多还原

【Abstract】 With the rapid development of the Internet,artificial intelligence has increasingly become a hot topic.Artificial intelligence has integrated into all aspects of society,invisibly affecting individuals and businesses.Artificial intelligence has brought us various conveniences in life and also improved our quality of life.At the same time,more and more enterprises are starting to use artificial intelligence to provide products or services to consumers.This application of artificial intelligence can improve the efficiency and save costs of enterprises to a certain extent,but it also brings about consumer resistance,reduces purchasing intentions,and even resists the phenomenon of artificial intelligence.Therefore,it is very necessary to explore the means to reduce its negative impact,which has strong practical significance for enterprises.Many scholars have conducted detailed discussions on consumer trust,identity,uniqueness,and perceptual control,but few have studied the boundary conditions that affect the impact of different AI autonomy on consumer perceptual control.Therefore,this thesis proposes corresponding research hypotheses based on compensation control theory,and uses experimental methods to collect data in four different experimental scenarios(music software download,artificial intelligence blood drawing machine,autonomous vehicle hypothesis,and intelligent air conditioning purchase).SPSS software is used for analysis to test the tangible boundaries of brand identification The intangible boundary of brand name metaphor and the moderating variable role of servant type intangible boundary in social hierarchy.The research results indicate that when faced with artificial intelligence products or services with different levels of autonomy,whether they are within tangible or intangible boundaries,consumers can enhance their pursuit of structure,achieve the restoration of perceptual control,and enhance their perceptual control.This study verifies the boundary conditions affecting consumer perception control,theoretically speaking,it can help people better understand consumers’ psychological cognition and behavioral responses to artificial intelligence with different autonomy.At the same time,it also expands the existing research on perceptual control,introduces the concept of structural pursuit,and is also a further extension and application of compensatory control theory in the field of marketing.In terms of time,it can provide strategic support and reference for the marketing time of enterprises,and provide reference and suggestions for enterprises applying artificial intelligence.更多还原