探索人工智能流和人类流之间的差异对消费者在实时电子商务中的购买意图的影响:一个有基础的理论方法
Jie Li1, Jinni Chen2, Yi Shi2
1Hangzhou Dianzi University Information Engineering College, Hangzhou, Zhejiang, China.
PloS one
|October 16, 2025
概括
人工智能流媒体和人类流媒体对消费者购买意图的影响不同. 人工智能流器擅长购买动机,而人类流器更擅长查看动机,影响电子商务策略.
科学领域:
- 消费者行为 消费者行为
- 人工智能的人工智能
- 电子商务是电子商务.
背景情况:
- 现场电子商务的兴起使人工智能流媒体成为一种新趋势,在互动,情绪和用户体验方面与人类流媒体形成了明显的差异.
- 这些人工智能-人类流量差异对消费者购买意向的影响仍然未得到充分探索.
- 了解这些细微差别对于优化电子商务策略和AI开发至关重要.
研究的目的:
- 研究人工智能和人类流媒体之间的差异如何影响消费者在实时电子商务中的购买意图的机制.
- 探索被感知娱乐和社会存在作为调解者的角色.
- 检查消费目的 (购买与观看) 的调节效应.
主要方法:
- 使用了有根据的理论和刺激-有机体-反应模型.
- 通过深度访谈收集的数据,并使用开放式,轴向式和选择性编码进行分析.
- 构建了一个研究模型,其中包含了刺激,生物和反应因子.
主要成果:
- 人工智能和人类流体在感官,情感和功能维度上表现出显著的差异.
- 人工智能流媒体在购买动机下的功能差异上优于人类流媒体,由于标准化呈现,有助于快速决策.
- 在观看动机下,人类流体在所有三个维度 (感官,情感,功能) 中都表现出色.
结论:
- 消费者的目的显著减轻了流媒体类型对购买意向的影响.
- 感知到的娱乐和社交存在调解了流量差异和购买意图之间的关系.
- 调查结果为电子商务平台提供了实用的见解,以改进流媒体策略,并指导AI流媒体的人类形态设计.
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