) 1 河南师范大学教育学院, 新乡453007
2 新乡医学院心理学院, 新乡 453003
3 青少年网络心理与行为教育部重点实验室, 华中师范大学心理学院, 武汉 430079
收稿日期:2018-08-15出版日期:2019-05-15发布日期:2019-03-20通讯作者:周宗奎E-mail:zhouzk@mail.ccnu.edu.cn基金资助:* 河南师范大学博士科研启动费支持项目(QD18037);教育部人文社科项目(19YJC190009);河南省哲学社会科学规划项目(2017CJY040);国家社科基金重大攻关项目(11 & ZD151)The persona effect of virtual sales agent
HENG Shupeng1, ZHAO Huanfang1, SUN Lijun2, ZHOU Zongkui3() 1 College of Education, Xinxiang Normal University, Xinxiang 453007, China
2 College of Psychology, Xinxiang Medical University, Xinxiang 453003, China
3 Key Laboratory of Adolescent Cyberpsychology and Behavior, Ministry of Education; School of Psychology, Central China Normal University, Wuhan 430079, China
Received:2018-08-15Online:2019-05-15Published:2019-03-20Contact:ZHOU Zongkui E-mail:zhouzk@mail.ccnu.edu.cn摘要/Abstract
摘要： 网络购物中的虚拟销售代理(Virtual Sales Agent)是指通过口头或非口头形式与消费者互动和交流的具有拟人化特征的动态人物形象, 它可以为消费者提供商品和服务的信息以及必要的帮助。近年来, 大量研究证实了虚拟销售代理的拟人效应, 即当在网络购物环境中加入拟人化的销售代理时, 就会对购物者的在线购物过程感知体验和购物意向产生积极影响。相关理论从不同视角解释了虚拟销售代理拟人效应发生的原因。综述以往的实证研究发现, 虚拟销售代理拟人效应的发生受到虚拟销售代理特征、消费者因素以及商品因素等方面的影响; 社会临场感、个性化服务知觉、社会支持感、信任和风险感知是拟人效应发生的内在心理机制。未来研究应关注虚拟销售代理拟人效应的神经生理基础, 丰富拟人效应发生的影响因素, 加强对个性化定制虚拟销售代理的研究, 探讨虚拟销售代理的消极影响, 以及不利于虚拟销售代理使用的障碍性因素。
图/表 5
图1技术融合与人类社会接触四分模型(Verhagen et al., 2014)
图1技术融合与人类社会接触四分模型(Verhagen et al., 2014)
图2社会影响阈限模型(Blascovich, 2002)
图2社会影响阈限模型(Blascovich, 2002)
图3虚拟销售代理拟人效应不同理论基础之间的关系
图3虚拟销售代理拟人效应不同理论基础之间的关系
图4虚拟销售代理拟人效应的作用机制
图4虚拟销售代理拟人效应的作用机制
图5虚拟销售代理拟人效应的作用机制和影响因素研究整合
图5虚拟销售代理拟人效应的作用机制和影响因素研究整合参考文献 164
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