Measuring consumer-perceived humanness of online organizational agents
Measuring consumer-perceived humanness of online organizational agents
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DOI：
10.1016/j.chb.2021.107092
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发表时间：
2021-12-23
影响因子：
9.9
通讯作者：
Yue, Cen April
中科院分区：
文献类型：
--
作者：
Lu, Lincoln;McDonald, Casey;Yue, Cen April
随着组织越来越多地采用人工智能(AI)系统与公众进行在线沟通，概念化和操作化感知的人性对了解消费者和其他公众在与组织的实时聊天中如何回应AI和人类代理提出了重要挑战。这项研究从三个相关的概念出发，开发了消费者感知的人性的测量：对话的人类声音，拟人化，和社会存在。对新测量的信度和效度进行了测试，包括标准效度测试，预测它将如何与感知的关系投资和作为关系结果的信任相关。进行了两项在线研究(N-1=172，N-2=375)，参与者与人或机器在线聊天代理互动。研究发现，聊天代理感知到的更多的人性化与更大的感知到的关系投资和对组织的信任相关，感知到的关系投资在感知到的人性化和信任之间起中介作用。随后可以利用感知到的人性来评估人类和机器代理人。它的推论，感知到的机械性，也被确定为在未来的研究和理论建设中需要考虑的一个单独因素。
As organizations increasingly adopt artificial intelligence (AI) systems for their online communication with publics, conceptualizing and operationalizing perceived humanness presents an important challenge to understanding how consumers and other publics respond to both AI and human agents in live chats with organizations. This study develops a measure of consumer-perceived humanness derived from three related constructs: conversational human voice, anthropomorphism, and social presence. The new measure was tested for reliability and validity, including tests of criterion validity predicting how it would relate to perceived relational investment and trust as relational outcomes. Two online studies (N-1 = 172, N-2 = 375) were conducted in which participants interacted with either human or machine online chat agents. Greater perceived humanness of chat agents was found to correlate with greater perceived relational investment and trust in the organization, with perceived relational investment mediating the relationship between perceived humanness and trust. Perceived humanness can be utilized subsequently to assess both human and machine agents. Its corollary, perceived machineness, was also identified as a separate factor to be taken into consideration in future research and theory building.