政务数字人拟人化会影响公众参与服务补救的意愿吗?

Does the Anthropomorphism Level of Government Digital Humans Affect Public Intention to Participate in Service Recovery Findings from a Survey Experiment

  • 摘要: 政务数字人在服务过程中难免出现失误,而公众参与服务补救可以有效降低服务失误造成的负面影响。既有文献对政务数字人的拟人化特征如何影响公众参与服务补救的意愿缺乏深入研究。以心智感知理论和消费者价值理论为基础,设计情境实验展开探索。实验1(N=148)采用2×2组间设计,即拟人化(高/低)×失误类型(过程/结果),研究发现拟人化水平越高公众参与服务补救的意愿越强;感知价值发挥中介作用,服务失误类型不具有调节作用。实验2(N=201)引入补救策略(道歉/解释),发现在解释策略下高拟人化政务数字人的公众参与服务补救意愿最强。本研究探明政务数字人拟人化对公众参与服务补救意愿的具体影响,为进行服务补救,升级服务体验,提供了必要知识与管理启示。

     

    Abstract: Service failures by government digital humans are difficult to avoid, and public participation in service recovery can effectively mitigate their negative impacts. Existing research lacks in-depth discussion on the psychological mechanisms through which the anthropomorphism of government digital humans influences public intention to participate in service recovery. Based on mind perception theory and consumer value theory, this study designed two scenario-based experiments. The first experiment (N=148) employed a 2 (Anthropomorphism Level: High/Low) × 2 (Failure Type: Process Failure/Outcome Failure) design. It found that a higher level of anthropomorphism in digital humans leads to stronger intention to participate in service recovery. Perceived value mediates the relationship between the anthropomorphism of digital humans and intention to participate in service recovery. However, the type of service failure did not have a moderating effect. The second experiment (N=201) employed a 2 (Anthropomorphism Level: High/Low) × 2 (Recovery Strategy: Apology/Explanation) design. It found that public intention to participate in service recovery was strongest in the context of a high-anthropomorphism government digital human employing an explanatory recovery strategy. This research verifies the impact of government digital human anthropomorphism on public intention to participate in service recovery within service failure scenarios. It fills a theoretical gap and provides foundational knowledge and managerial insights for governments to better conduct service recovery and upgrade government services and interactive experiences.

     

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