关于人工智能虚拟对技术恐惧症下消费者初始信任和价值共同创造行为的智能人机交互影响的研究
Linling Zhong1, Yong Wang2,3, Zhikun Yue4
1School of Literature and Journalism, Xihua University, Chengdu, Sichuan, China.
Frontiers in psychology
|January 28, 2026
概括
技术恐惧症会对消费者对人工智能虚拟的信任产生负面影响,阻碍参与,但不妨碍公民行为. 优化交互设计和减少技术恐惧症是电子商务成功的关键.
科学领域:
- 人与计算机的交互
- 电子商务 技术 技术 电子商务
- 消费者心理学 消费者心理学
背景情况:
- 虚拟是人工智能驱动的电子商务直播的核心,但消费者信任和价值共同创造受到技术恐惧症等心理因素的影响.
- 技术恐惧症涉及对人工智能风险,操作复杂性和非人类互动的担忧,影响了与虚拟主播的初始接触.
研究的目的:
- 研究电子商务中人机交互的智能如何影响消费者的初始信任和价值共同创造行为.
- 通过使用技术接受模型 (TAM) 检查技术恐惧症在这种关系中的调节作用.
主要方法:
- 开发了一个基于TAM的机制,以分析虚拟情报对信任和共同创造的影响.
- 调查了337名电子商务新手的消费者.
- 使用结构方程建模 (SEM) 来测试14个假设.
主要成果:
- 虚拟智能维度 (指导,识别,分析,反) 对感知到的有用性和易用性产生积极影响,促进初始信任.
- 最初的信任显著推动参与行为,但不是公民行为在价值共同创造.
- 技术恐惧症负面地调节了人们认为易用性和初始信任之间的联系,但没有感知到有用性.
结论:
- 技术恐惧症显著扰乱了对初始信任路径的感知易用性,突出了它在人机交互中的边界作用.
- 结果为电子商务企业提供经验支持,通过解决技术恐惧症和增强虚拟设计,建立信任并促进共同创造.
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