服务智能化下的顾客行为：研究述评与展望

《外国经济与管理》 2022年44卷第3期 页码：19 - 35  online：2022年3月15日

服务智能化下的顾客行为：研究述评与展望

A Review and Prospects of Customer Behavior under AI Service

作者（中）：杜建刚1, 赵欢1, 苏九如1, 张宇2

作者（英）：Du Jiangang1, Zhao Huan1, Su Jiuru1, Zhang Yu2

作者单位：1.南开大学 商学院，天津 300071 2.天津理工大学 管理学院，天津 300384

摘要：本文系统地梳理了当前服务营销研究中关注人工智能服务的文献，首先对人工智能在服务领域的内涵和主流研究方向进行了回顾；然后以心理机制、前因变量、结果变量和调节变量的论述逻辑进行了评述，并以框架图的形式进行展示；最后，作者论述了人工智能背景下服务营销传统理论可能发生的变化，提出了人工智能的有形特征会弱化服务的无形性，人工智能服务质量的可靠性、响应性和有形性会提升，而安全性和移情性会下降等论断，为人工智能服务的研究提出了新的思路。本文的贡献在于，其一，以往的文献大多基于理论对文献进行综述，本文依据理论模型的逻辑对主要变量进行了梳理，系统框架更为完整，变量更加清晰和全面；其二，人工智能的引进使服务营销底层逻辑发生了变化，而以往文献关注较少。本文对传统服务营销理论进行了思考，论述了其可能发生的变化，为未来的研究提供了方向，以期推动人工智能服务在实践中的更好应用。

关键词：人工智能; 服务营销; 服务互动; 服务营销传统理论

Summary: The new generation of AI is being widely used in the service industry, and has a profound impact on service consumption and service economy. AI service runs through the entire service experience of consumers, not only changing the existing service interface and interaction methods, but also impacting consumers’ psychological perception and satisfaction. This process has also impacted and even subverted the traditional service marketing theory.This paper systematically sorts out the literature concerning AI service in the current service marketing research. First of all, in order to explore what is AI service, this paper organizes the connotation of AI in the service field. On this basis, we put forward the definition of AI service. At the same time, the current mainstream research directions are expounded from the two dimensions of negative factors affecting the application of AI, such as the neglect of uniqueness, and positive factors, such as ease of use.Secondly, this paper reviews the existing literature with the logic of independent variables, mediating variables, outcome variables and moderator variables, and sorts out the AI attributes that may affect consumers’ attitudes and behaviors in service interaction, such as appearance, image, etc., the corresponding psychological mechanism, such as perceptual control, trust, etc., as well as outcome variables such as consumer acceptance and moderating variables such as technology acceptance.Finally, this paper discusses the possible changes in the traditional theory of service marketing in the context of AI, and puts forward some conclusions that the tangible characteristic of AI will weaken the intangibility of service, and the reliability, responsiveness and tangibility of AI service quality will improve, while security and empathy will decline, as well as some thoughts, such as whether there can be emotional contagion between machine and human, and whether AI service will bring higher service commitment, etc. These will provide new ideas for the research of AI service.The contributions of this paper are as follows: Firstly, most of existing studies review the literature based on theory, while this paper sorts out the variables with the logic of the theoretical model. The system framework is more complete, and the variables are clearer and more comprehensive. Secondly, the introduction of AI has changed the underlying logic of service marketing, but existing studies pay less attention. This paper considers the traditional service marketing theory, discusses its possible changes, provides directions for future research, and ultimately promotes the better application of AI service in practice.

Key words: AI; service marketing; service interaction; traditional theory of service marketing

DOI：10.16538/j.cnki.fem.20211017.101

收稿日期：2021-2-2

基金项目：国家自然科学基金项目（71972107，71832002）

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