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Modern Marketing 2025
服务机器人属性、任务类型对消费者使用意愿的影响研究
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Abstract:
本研究基于恐怖谷理论、任务技术匹配理论和心理感知理论，探讨服务机器人形象属性对消费者使用意愿的影响。实验发现，在机械型任务中，服务机器人的“替代者”形象能提高使用意愿；而在情感型任务中，可能引起抵触。感知收益和感知威胁在机器人属性与使用意愿间起中介作用。研究为服务机器人的设计、应用和市场推广提供理论支持，促进产业发展，为企业提供市场洞察。
This study, based on the Uncanny Valley Theory, Task-Technology Fit Theory, and Psychological Perception Theory, explores the impact of service robot image attributes on consumer usage intentions. Experiments reveal that in mechanical tasks, the “substitute” image of service robots can enhance usage intentions; however, in emotional tasks, it may provoke resistance. Perceived benefits and perceived threats act as intermediaries between robot attributes and consumer usage intentions. The research provides theoretical support for the design, application, and market promotion of service robots, fostering industry development and offering valuable market insights to enterprises.
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