【作者】 王璐；

【导师】 张琴；

【作者基本信息】 中南大学 ， 市场营销， 2024， 硕士

【摘要】 先前的研究表明,消费者一直依赖他人的推荐来做出购买决定,目前已有的推荐方式包括人工智能推荐和人工推荐,已有学者对人工智能推荐和人工推荐进行了对比探讨,发现二者各有千秋,但受限于软硬件技术、交互不确定性以及消费者期望,人工智能推荐和人工推荐都有可能发生失败,然而关于推荐失败场景下消费者的反应还没有形成一致结论,推荐失败后会产生哪些影响?影响机制又是什么?本文通过对不同类型的推荐失败,失望和消费者行为领域相关理论进行梳理回顾,提出了三项假设,探讨了不同类型推荐失败对消费者负面口碑传播的影响,以及意图感知、能力感知、消费者失望和产品类型在上述过程中的作用。本文通过三项实验进行验证,实验一验证了人工智能推荐失败对消费者负面口碑传播的影响比人工推荐失败更大,这是由于人工智能推荐失败增加了消费者对其能力感知更大的失望,而意图感知减少了人工推荐失败引起的失望,证明了消费者失望的中介作用;实验二加入人工客服推荐失败这一变量,再次进行验证;实验三验证产品类型(享乐品vs实用品)的调节作用,发现在实用产品条件下,人工智能推荐失败的影响比人工推荐失败的影响更引起消费者失望,然而在享乐产品条件下,则不同,消费者失望在不同类型推荐失败对消费者负面口碑传播的影响中发挥了中介作用。现有一些研究探讨了人工推荐和人工智能推荐的正向相关因素,但我们的结果从理论和经验上,探讨了推荐失败发生时的消费者反应。这项研究有助于现存的研究,通过调查服务失败和推荐方式的结合,为服务营销和算法推荐的文章做出了贡献。文章最后给出了理论和管理上的启示。图7幅,表10个,参考文献119篇更多还原

【Abstract】 Previous studies have shown that consumers have been relying on the recommendation of others to make purchase decisions.Currently,the existing recommendation methods include artificial intelligence recommendation and manual recommendation.Some scholars have conducted a comparative discussion on artificial intelligence recommendation and manual recommendation,and found that each has its own advantages.But is limited by hardware and software technology,interactive uncertainty and consumer expectations,both artificial intelligence recommendation and manual recommendation are likely to fail.However,no consensus has been reached on consumers’response in the case of recommendation failure.What impact will be generated after recommendation failure?What are the influencing mechanisms?This thesis reviews different types of recommendation failures,disappointments and relevant theories in the field of consumer behavior,puts forward three hypotheses,and discusses the impact of different types of recommendation failures on consumers’negative word-of-mouth communication,as well as the role of intention perception,ability perception,consumer disappointment and product type in the above process.In this thesis,three experiments are conducted to verify the effect of artificial intelligence recommendation failure on consumers’negative word-of-mouth communication.Experiment 1 verifies that artificial intelligence recommendation failure has a greater impact on consumers’negative word-of-mouth communication than manual recommendation failure.This is because artificial intelligence recommendation failure causes consumers’greater disappointment in their ability perception,while intention perception compensates for the disappointment caused by manual recommendation failure,proving the mediating role of consumer disappointment.In experiment 2,the variable of manual customer service recommendation failure was added and verified again.Experiment 3 verifies the moderating effect of product type(hedonic goods vs real goods).It is found that under the condition of practical products,the influence of artificial intelligence recommendation failure is more disappointing than that of manual recommendation failure.However,under the condition of hedonic products,the effect is reversed.Consumer disappointment plays a mediating role in the influence of different types of recommendation failure on consumer negative word-of-mouth transmission.Some existing studies have explored the positive correlation between human recommendation and artificial intelligence recommendation,but our results have explored the consumer response when recommendation failure occurs,both theoretically and empirically.This study contributes to existing research,contributing to articles on service marketing and algorithmic recommendations through a combination of investigating service failures and ways of recommending them.Finally,the thesis gives some theoretical and managerial implications.更多还原