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首页> 外文期刊>Journal of marketing research >Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses
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Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses

机译：服务机器人的崛起：类人机器人如何影响服务体验并引起补偿性消费者响应

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摘要

Interactions between consumers and humanoid service robots (HSRs; i.e., robots with a human-like morphology such as a face, arms, and legs) will soon be part of routine marketplace experiences. It is unclear, however, whether these humanoid robots (compared with human employees) will trigger positive or negative consequences for consumers and companies. Seven experimental studies reveal that consumers display compensatory responses when they interact with an HSR rather than a human employee (e.g., they favor purchasing status goods, seek social affiliation, and order and eat more food). The authors investigate the underlying process driving these effects, and they find that HSRs elicit greater consumer discomfort (i.e., eeriness and a threat to human identity), which in turn results in the enhancement of compensatory consumption. Moreover, this research identifies boundary conditions of the effects such that the compensatory responses that HSRs elicit are (1) mitigated when consumer-perceived social belongingness is high, (2) attenuated when food is perceived as more healthful, and (3) buffered when the robot is machinized (rather than anthropomorphized).
机译：消费者与类人服务机器人（HSR;即具有类似人的形态的机器人，例如脸，手臂和腿）之间的交互将很快成为常规市场体验的一部分。但是，尚不清楚这些类人机器人（与人类员工相比）会为消费者和公司带来正面还是负面的后果。七项实验研究表明，当消费者与高铁而不是人类员工互动时，他们会表现出补偿性反应（例如，他们倾向于购买身份商品，寻求社会联系，点菜并吃更多的食物）。作者调查了驱动这些效应的潜在过程，他们发现高铁引起更大的消费者不适感（即精力旺盛和对人类身份的威胁），进而导致补偿性消费的增加。此外，这项研究还确定了影响的边界条件，这样，高铁引发的补偿性反应就可以得到缓解：（1）当消费者对社会归属感较高时，这种反应得到缓解；（2）当人们认为食物更健康时，其反应减弱；（3）当人们认为食物更健康时，缓冲反应机器人已经机械化（而不是拟人化）。

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