Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games
Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games
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DOI：
10.1093/jcr/ucw016
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发表时间：
2016-08-01
影响因子：
7.2
通讯作者：
Zhang, Ke
中科院分区：
文献类型：
--
作者：
Kim, Sara;Chen, Rocky Peng;Zhang, Ke
虽然具有人类特征的数字助理在电脑游戏中已经变得普遍，但很少有营销研究表明消费者对数字助理的反应及其对消费者游戏享受的后续影响的心理机制。为了填补这一空白，本研究探讨了电脑游戏中的电脑助手的拟人化表示对游戏乐趣的影响。在目前的研究中，当消费者从一个充满人类特征的电脑助手那里得到帮助时，他们对电脑游戏的喜爱程度要低于从一个被认为是没有头脑的实体那里得到的帮助。我们提供了一个新的机制，一个拟人化的助手的存在可以破坏个人的感知自主性在电脑游戏。在六个实验中，我们发现，在三个不同的游戏中，一个拟人化的助手的存在会降低游戏的乐趣。通过测量参与者的感知自主性（研究1）和使用调节因子，如自主性的重要性（研究2，3和4），我们还提供了证据，减少自主性的感觉作为逆火效应的机制。最后，我们证明了拟人化对游戏乐趣的影响可以扩展到其他与游戏相关的结果，例如个人坚持游戏的动机（研究4和5）。
Although digital assistants with humanlike features have become prevalent in computer games, few marketing studies have demonstrated the psychological mechanisms underlying consumers' reactions to digital assistants and their subsequent influence on consumers' game enjoyment. To fill this gap, the current study examined the effect of anthropomorphic representations of computerized helpers in computer games on game enjoyment. In the current research, consumers enjoyed a computer game less when they received assistance from a computerized helper imbued with humanlike features than from a helper construed as a mindless entity. We offer a novel mechanism that the presence of an anthropomorphized helper can undermine individuals' perceived autonomy during a computer game. Across six experiments, we show that the presence of an anthropomorphized helper reduced game enjoyment across three different games. By measuring participants' perceived autonomy (study 1) and employing moderators such as importance of autonomy (studies 2, 3, and 4), we also provide evidence that the reduced feeling of autonomy serves as the mechanism underlying the backfiring effect. Finally, we demonstrate that the effect of anthropomorphism on game enjoyment can be extended to other game-related outcomes, such as individuals' motivation to persist in the game (studies 4 and 5).