مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

آنتروپومورفیسم در هوش مصنوعی و تاثیر آن بر قصد خرید

نوع مقاله : مقاله علمی-پژوهشی

نویسنده
استادیار،گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران.
چکیده
توسعه هوش مصنوعی، موجب خلق تحولی شگرف در کسب و کار و باز تعریف تجربه های مخاطبان شده است. یک از چالش ها و البته فرصت ها در توسعه هوش مصنوعی، عمیق تر نمودن رابطه بین این هوش و کاربر است. آنتروپومورفیسم به نوعی مهمترین عامل در ایجاد روابط احساسی و عمیق بین هوش مصنوعی و انسان و در نتیجه پذیرش بیشتر و گسترده تر هوش مصنوعی است که توجه کافی در پژوهش ها به آن نشده است و پیشینه پژوهش موید این امر می باشد. این پژوهش برای پر کردن این شکاف در پی ایجاد مدلی در این زمینه و بررسی تفاوت بین سیستم های سنتی مبتنی بر ماشین و سیستم های جدید مبتنی بر روح انسانی، می باشد. برای این منظور، بررسی گسترده ای در مفاهیم و پژوهش های انجام شده در حوزه آنتروپومورفیسم انجام گرفت و با بیان نظریه های دره وهمی و حضور و پاسخ اجتماعی و مطرح نمودن نظرات موافق و مخالف تلاش شد، جنبه های تاریک و روشن آنتروپومورفیسم مورد بحث قرار گیرد. در نهایت و پس از استخراج مدل پژوهش، داده ها از نمونه ای هدفمند از پاسخگوها جمع آوری گردید. برای آزمون مدل و فرضیه های پیشنهادی، از مدلسازی معادلات ساختاری استفاده شد. نتایج حاکی از آن است که آنتروپومورفیسم با تاثیر بر نگرش، اعتماد و رضایت مشتری و تحت تاثیر قراردادن ریسک ادراک شده مشتری و میزان پذیرش او، تاثیر معناداری بر قصد خرید مشتری دارد. مدل پیشنهادی پژوهش به درک بهتر ما نسبت به فرایندهای ذهنی کاربران در مواجه با هوش مصنوعی و پذیرش بهتر این فناوری کمک می نماید و علاوه بر تلاش گردید که ضمن بحث و در نظر گرفتن نظرات موافق و مخالف آنتروپومورفیسم، پیشنهادات کاربردی در این زمینه ارائه گردد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Anthropomorphism in Artificial Intelligence and Its Impact on Purchase Intent

نویسنده English

Hossein Hajibabaei
Assistant Professor, Department of management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran.
چکیده English

"The development of artificial intelligence has revolutionized businesses and redefined customer experiences. One of the key challenges and opportunities in AI development is to deepen the relationship between AI and users. Anthropomorphism, as the most significant factor in creating emotional and deep connections between AI and humans, has been largely overlooked in research, as evidenced by the limited existing literature. This research aims to fill this gap by developing a model in this area and examining the differences between traditional machine-based systems and new human-soul-based systems. To this end, an extensive review of concepts and research on anthropomorphism was conducted. By presenting theories of the uncanny valley, Social response theory and Social presence theory, and discussing both the pros and cons, this study aims to explore the dark and bright sides of anthropomorphism. Finally, after extracting the research model, data was collected from a purposeful sampling of respondents. Structural equation modeling was used to test the model and proposed hypotheses. The results indicate that anthropomorphism has a significant impact on customers' purchase intention by influencing their attitudes, trust, and satisfaction, as well as affecting their perceived risk and acceptance level. The proposed model contributes to a better understanding of users' cognitive processes when interacting with AI and facilitates greater acceptance of this technology. In addition to discussing the pros and cons of anthropomorphism, this study provides practical recommendations in this area."

کلیدواژه‌ها English

Anthropomorphism
Uncanny valley
Social response and Social presence theory
Artificial intelligence acceptance
purchase intention
داوری،عالی، ورضازاده،آرش(1395)، مدل سازی معادلات ساختاری با نرم افزار PLS،چاپ سوم،تهران، انتشارات جهاد دانشگاهی.
Aggarwal, P., & Mcgill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468–479.
Alnaser, F. M., Rahi, S., Alghizzawi, M., & Ngah, A. H. (2023). Does artificial intelligence (AI) boost digital banking user satisfaction? Integration of expectation confirmation model and antecedents of artificial intelligence enabled digital banking. Heliyon, 9(8).
Benlian, A., Klumpe, J. and Hinz, O. (2020), “Mitigating the intrusive effects of smart home assistants by using anthropomorphic design features: a multimethod investigation”, Information Systems Journal, Vol. 30, pp. 1010-1042.Journal, Vol. 30, pp. 1010-1042.
Bartneck, C., Kanda, T., Ishiguro, H. and Hagita, N. (2007), “Is the uncanny valley an uncanny cliff?”, RO-MAN 2007 - the 16th IEEE International Symposium on Robot and Human Interactive Communication, IEEE, pp. 368-373.
Broadbent, E., Kumar, V., Li, X., Sollers, J., Stafford, R.Q., MacDonald, B.A. and Wegner, D.M. (2013), “Robots with display screens: a robot with a more humanlike face display is perceived to have more mind and a better personality”, PloS One, Vol. 8 No. 8, e72589, doi: 10.1371/journal.pone. 0072589.
Cui, Y. (2022). Sophia Sophia tell me more, which is the most risk-free plan of all? AI anthropomorphism and risk aversion in financial decision-making. International Journal of Bank Marketing, 40(6), 1133-1158.
Cao, C., Zhao, L. and Hu, Y. (2019), “Anthropomorphism of intelligent personal assistants (IPAs): antecedents and consequences”, PACIS, p. 187
Chen, Q. Q., & Park, H. J. (2021). How anthropomorphism affects trust in intelligent personal assistants. Industrial Management & Data Systems, 121(12), 2722-2737.
Chan, E.Y. (2020), “Political conservatism and anthropomorphism: an investigation”, Journal of Consumer Psychology, Vol. 30 No. 3, pp. 515-524.
Chen, F., Chen, R.P. and Yang, L. (2019), “When sadness comes alive, will it be less painful? The effects of anthropomorphic thinking on sadness regulation and consumption”, Journal of Consumer Psychology, Vol. 30 No. 2, pp. 277-295
Crolic, C., Thomaz, F., Hadi, R. and Stephen, A.T. (2022), “Blame the bot: anthropomorphism and anger in customer–chatbot interactions”, Journal of Marketing, Vol. 86 No. 1, pp. 132-148.
 Culley, K.E. and Madhavan, P. (2013), “A note of caution regarding anthropomorphism in HCI agents”, Computers in Human Behavior, Vol. 29 No. 3, pp. 577-579.
Chou, Eileen Y., and Loran F. Nordgren (2017), “Safety in Numbers: Why the Mere Physical Presence of Others Affects Risk-Taking Behaviors,” Journal of Behavioral Decision Making, 30 (3), 671–82.
Epley, N. (2018), “A mind like mine: the exceptionally ordinary underpinnings of anthropomorphism”, Journal of the Association of Consumer Research, Vol. 3 No. 4, pp. 591- 598.
Erebak, S. and Turgut, T. (2019), “Caregivers’ attitudes toward potential robot coworkers in elder care”, Cognition, Technology and Work, Vol. 21 No. 2, pp. 327-336.
Fan, A., Wu, L., Miao, L., & Mattila, A. S. (2020). When does technology anthropomorphism help alleviate customer dissatisfaction after a service failure? The moderating role of consumer technology self-efficacy and interdependent self-construal. Journal of Hospitality Marketing & Management, 29(3), 269–290.
Grewal, D., Guha, A., Satornino, C.B. and Schweiger, E.B. (2021), “Artificial intelligence: the light and the darkness”, Journal of Business Research, Vol. 136, pp. 229-236.
Gong, L. (2008). How social is social responses to computers? The function of the degree of anthropomorphism in computer representations. Computers In Human Behavior, 4(24), 1494–1509. https://doi.org/10.1016/j.chb.2007.05.007
Huang, M.H. and Rust, R.T. (2022), “A framework for collaborative artificial intelligence in marketing”, Journal of Retailing, ahead-of-print No. ahead-of-print. doi: 10.1016/j.jretai.2021.03.001
Han, M.C. (2021), “The impact of anthropomorphism on consumers’ purchase decision in chatbot commerce”, Internet Commer,Vol.20,No.1,pp.46-65.
Kaplan, A. and Haenlein, M. (2019), “Siri, Siri, in my hand: who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence”, Business Horizons, Vol. 62 No. 1, pp. 15-25.
Kulow, K., Kramer, T. and Bentley, K. (2021), “Lady Luck: anthropomorphized luck creates perceptions of risk-sharing and drives pursuit of risky alternatives”, Journal of the Association for Consumer Research, Vol. 6 No. 3, pp. 383-393.
Koc, F., Ozkan, B., Komodromos, M., Halil Efendioglu, I., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business.
Kim, S.Y., Schmitt, B.H. and Thalmann, N.M. (2019), “Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking”, Marketing Letters, Vol. 30, pp. 1-12.
Kim, S. and McGill, A. (2011), “Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception”, Journal of Consumer Research, Vol. 38 No. 1, pp. 94-107.
Kontogiorgos, D., Pereira, A., Andersson, O., Koivisto, M., Gonzalez Rabal, E., Vartiainen, V. And Gustafson, J. (2019), “The effects of anthropomorphism and non-verbal social behavior in virtual assistants”, Proceedings of the 19th ACM International Conference on Intelligent Virtual Agents, pp. 133-140.
Kronemann, B., Kizgin, H., Rana, N., & K. Dwivedi, Y. (2023). How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research. Spanish Journal of Marketing-ESIC, 27(1), 3-19.
Lee, J. C., & Chen, X. (2022). Exploring users' adoption intentions in the evolution of artificial intelligence mobile banking applications: the intelligent and anthropomorphic perspectives. International Journal of Bank Marketing40(4), 631-658.
Lin, H., Chi, O.H. and Gursoy, D. (2020), “Antecedents of customers’ acceptance of artificially intelligent robotic device use in hospitality services”, Journal of Hospitality Marketing and Management, Vol. 29 No. 5, pp. 530-549.
Letheren, K., Jetten, J., Roberts, J. and Donovan, J. (2021), “Robots should be seen and not heard. sometimes: anthropomorphism and AI service robot interactions”, Psychology and Marketing, Vol. 38 No. 12, pp. 2393-2406.
Landwehr, J. R., McGill, A. L., & Herrmann, A. (2011). It’s got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales. Journal of Marketing, 75(3), 132–146. https://doi.org/10.1509/jmkg.75.3.132
Moussawi, S. and Koufaris, M. (2019), “Perceived intelligence and perceived anthropomorphism of personal intelligent agents: scale development and validation”, Proceedings of the 52nd HI International Conference on System Sciences, University of HI, HI, pp. 115-124.
Moussawi, S., Koufaris, M. and Benbunan-Fich, R. (2020), “How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents”, Electronic Markets, Vol. 30 No. 1, pp. 1-10.
Mourey, J.A., Olson, J.G. and Yoon, C. (2017), “Products as pals: engaging with anthropomorphic products mitigates the effects of social exclusion”, Journal of Consumer Research, Vol. 44 No. 2, pp. 414-431.
Mogaji, E., Farquhar, J., Van Esch, P., Durodie, C. and Perez Vega, R. (2022), “Artificial intelligence in financial services marketing”, International Journal of Bank Marketing, doi: 10.1108/IJBM-09- 2021-0444.
Mori, M. (2017), “The uncanny valley: the original essay by Masahiro Mori”, IEEE Robots and Automation Magazine, Vol. 19 No. 2, pp. 98-100.
Mende, M., Scott, M.L., van Doorn, J., Grewal, D. and Shanks, I. (2019), “Service robots rising: how humanoid robots influence service experiences and elicit compensatory consumer responses”, Journal of Marketing Research, Vol. 56 No. 4, pp. 535-556
Mulcahy, R. F., Riedel, A., Keating, B., Beatson, A., & Letheren, K. (2024). Avoiding excessive AI service agent anthropomorphism: examining its role in delivering bad news. Journal of Service Theory and Practice, 34(1), 98-126.
Malhotra, G., & Ramalingam, M. (2023). Perceived anthropomorphism and purchase intention using artificial intelligence technology: examining the moderated effect of trust. Journal of Enterprise Information Management.
MacInnis, D.J. and Folkes, V.S. (2017), “Humanizing brands: when brands seem to be like me, part of me, and in a relationship with me”, Journal of Consumer Psychology, Vol. 27 No. 3, pp. 355-374, doi: 10.1016/j.jcps.2016.12.003.
Nass, C.I. and Brave, S. (2005), Wired for Speech: How Voice Activates and Advances the Human- Computer Relationship, MIT press, Cambridge, MA, p. 9.
Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings”, Journal of Retailing, Vol. 57 No. 3, pp. 25-48.
Prentice, C., Lopes, S.D. and Wang, X. (2019), “Emotional intelligence or artificial intelligence: an employee perspective”, Journal of Hospitality Marketing and Management, Vol. 29 No. 4, pp. 1-27.
Phung, T.M., Tran, Q.N., Nguyen, N.H. and Nguyen, T.H. (2021), “Financial decision-making power and risk taking”, Economics Letters, Vol. 206, 109999.
Riedel, A., Mulcahy, R. and Northey, G. (2022), “Feeling the love? How consumer’s political ideology shapes responses to AI financial service delivery”, International Journal of Bank Marketing, Vol. 40 No. 6, pp. 1102-1132.
Rubiyanti, N. and Mohaidin, Z. (2018), “The linking of brand personality, trust, attitude and purchase intention of halal cosmetic in Indonesia; A conceptual paper”, International Journal of Engineering and Technology, Vol. 7 No. 4.38, pp. 1292-1295
Steinhoff, L., Arli, D., Weaven, S. and Kozlenkova, I. (2019), “Online relationship marketing”, Journal of the Academy of Marketing Science, Vol. 47 No. 3, pp. 369-393.
Stroessner, S.J. and Benitez, J. (2019), “The social perception of humanoid and non-humanoid robots: effects of gendered and machinelike features”, International Journal of Social Robotics, Vol. 11 No. 2, pp. 305-315.
Slater, M., & Steed, A. (2002). Meeting people virtually: Experiments in shared virtual environments. In The Social Life of Avatars(pp. 146–171). London: Springer.
 Sindermann, C., Sha, P., Zhou, M., Wernicke, J., Schmitt, H. S., Li, M., ... & Montag, C. (2021). Assessing the attitude towards artificial intelligence: Introduction of a short measure in German, Chinese, and English language. KI-Künstliche intelligenz, 35(1), 109-118.
Song, S.W. and Shin, M. (2022), “Uncanny valley effects on chatbot trust, purchase intention, and adoption intention in the context of e-commerce: the moderating role of avatar familiarity”, International Journal of Human–Computer Interaction, Vol. ahead-of-print No. ahead-of-print, pp. 1-16.
Todorov, G. (2021), “65 artificial intelligence statistics for 2021 and beyond”, available at: https://www. semrush.com/blog/artificial-intelligence-stats/.
van Esch, P., Cui, Y. and Jain, S.P. (2021b), “Self-efficacy and callousness in consumer judgments of AI-enabled checkouts”, Psychology and Marketing, Vol. 38 No. 7, pp. 1081-1100.
Yang, Y., Liu, Y., Lv, X., Ai, J., & Li, Y. (2022). Anthropomorphism and customers’ willingness to use artificial intelligence service agents. Journal of Hospitality Marketing & Management, 31(1), 1-23.
Yang, L.W., Aggarwal, P. and McGill, A.L. (2020), “The 3 C’s of anthropomorphism: connection, comprehension, and competition”, Consumer Psychology Review, Vol. 3 No. 1, pp. 3-19.
Yanxia, C., Shijia, Z., & Yuyang, X. (2024). A meta-analysis of the effect of chatbot anthropomorphism on the customer journey. Marketing Intelligence & Planning, 42(1), 1-22.
Zhu, D. H., & Chang, Y. P. (2020). Robot with humanoid hands cooks food better? Effect of robotic chef anthropomorphism on food quality prediction. International Journal of Contemporary Hospitality Management, 32(3), 1367–1383. https://doi.org/10.1108/IJCHM-10-2019-0904

  • تاریخ دریافت 30 خرداد 1403
  • تاریخ بازنگری 28 شهریور 1403
  • تاریخ پذیرش 05 مهر 1403