【作者】 赵明；

【导师】 刘枚莲；

【作者基本信息】 桂林电子科技大学 ， 管理科学与工程， 2023， 硕士

【摘要】 越来越多的企业使用化身代替人工客服与消费者沟通,为消费者提供全天候即时服务。化身的使用显著减轻了人工客户服务人员的工作量,降低了人力成本,提高了企业整体运营效率。同时,化身是网络消费者与品牌沟通的重要渠道,网络消费者与化身的沟通体验可能会影响其品牌态度和购买意愿。因此,研究化身的沟通线索是否以及如何对网络消费者的品牌态度以及购买意愿产生影响,对于强化品牌营销活动效果,提升网络消费者的品牌服务体验具有重要的价值。以Computers-Are-Social-Actors理论和联想网络理论为基础,以感知契合度为中介,以商品类型为调节,构建化身语言和非语言沟通线索对网络消费者品牌态度和购买意愿影响的概念模型,考察了化身的语言沟通(会话风格)和非语言沟通(着装)线索对品牌态度和购买意愿的影响。研究采用情景实验法对相关变量进行操纵,借助问卷来收集数据,两项情景实验结果表明:化身穿着企业制服提高了网络消费者感知契合度,进而增强了网络消费者的品牌态度和购买意愿。与搜索型商品相比,体验型商品的消费者,会更易受化身着装的影响。此外,化身的会话风格对品牌态度和购买意愿的影响均不显著,但会话风格与着装对感知契合度存在交互作用,即合适的会话风格会增强化身着装对感知契合度的积极作用。为进一步验证化身的语言和非语言沟通线索通过感知契合度对网络消费者购买意愿的影响规律,利用Anylogic8.8.1构建网络消费者购买意愿系统动力学仿真模型,将实证分析结果作为参数基础,进行仿真实验来模拟网络消费者购买总人数的变化规律。仿真结果表明:化身的着装会通过感知契合度增加网络消费者购买总人数。化身的会话风格会增强或削弱化身着装通过感知契合度对网络消费者购买总人数的影响。与品牌定位一致的会话风格会增强化身着装通过感知契合度对网络消费者购买总人数的作用,与品牌定位不一致的会话风格会削弱化身着装通过感知契合度对网络消费者购买总人数的作用。研究结果扩展了化身营销领域研究,丰富了有关化身语言和非语言沟通线索与消费者-品牌关系的实证研究;补充了在品牌服务中,服务员工着装影响的研究文献,将服装影响的研究范畴从真人员工扩展到化身,并为品牌合理有效地构建及使用化身提供参考。更多还原

【Abstract】 More and more enterprises use avatars instead of employees to communicate with consumers and provide consumers with real-time services 24 hours a day.The use of avatars significantly reduces the workload of manual customer service personnel,reduces human costs,and improves the overall operational efficiency of the enterprise.At the same time,avatar is an important channel for online consumers to communicate with brands.The communication experience between online consumers and avatars may affect brand attitudes and purchase intentions.Therefore,it is of great value to study whether and how the communication cues of avatars affect the brand attitude and purchase intention of online consumers for strengthening the effect of brand marketing activities and improving the brand service experience of online consumers.Using the Computers-Are-Social-Actors theory and associative network theory,this study constructs a conceptual model of the influence of avatar verbal and nonverbal communication cues on online consumers’ brand attitudes and purchase intentions and examines the impact of avatars’ verbal(conversational style)and nonverbal communication(dress)on consumer attitudes and behaviors,with perceived fit as a mediator and product type as a moderator.In this study,the relevant variables were manipulated by the experimental scenarios,and data were collected by questionnaires.The empirical test results showed show that avatars in corporate attire increase perceived fit,which in turn enhances consumers’ brand attitudes and purchase intentions.Consumers shopping for experience goods are more likely to be influenced by an avatar’s dress than those shopping for search goods.In addition,an avatar’s conversational style has no significant effect on consumer perception or behavior,but it enhances the effect of its dress on perceived fit,that is,appropriate conversational style will enhance the positive effect of avatar clothing on perceived fit.In order to further verify the influence rule of the verbal and nonverbal communication cues of avatar on the purchase intention of online consumers through perceived fit,using Anylogic8.8.1 build the system dynamics simulation model of online consumers’ purchase intention,and empirical analysis results as parameters to simulate the change law of the total number of online consumers.The simulation results show that the effect of avatars’ dress can increase the total number of online consumers through perceived fit.The conversational style of avatars can enhance or weaken the effect of avatars’ dress on the total number of online consumers through perceived fit.Conversational style consistent with brand positioning will enhance the effect of avatar dressing on the total number of online consumers through perceived fit,while conversational style inconsistent with brand positioning will weaken the effect of avatar dressing on the total number of online consumers through perceived fit.The research results expand the research in the field of avatar marketing and enrich the empirical research on the relationship between avatars’ verbal and nonverbal communication clues and consumer-brand relationship;It enriches the literature on the impact of service staff’s clothing in brand service,expands the research scope of clothing impact from human employees to avatars,and provides guidance for the brand to build and use avatars reasonably and effectively.更多还原