摘要
人工智能能够自动生成具有原创性的内容,创造出新的事物,而不仅仅是分析已经存在的。这种可以自动生成内容的人工智能被称为生成式人工智能,被MIT科技评论评为2023年十大突破性技术之一。随着生成式人工智能技术的成熟与完善,创造性脑力劳动已经不再是人类所特有的,那么消费者是否愿意接受生成式人工智能创造的内容,即人工智能生成内容,如音乐、新闻编辑和Logo设计等内容产品。基于心灵知觉理论,探究消费者动机与人工智能生成内容偏好的关系,以及探讨人工智能拟人化在此过程中的调节作用。通过6个实验(包括真实实地实验和实验室实验),并借助Spss22.0进行方差分析、二元Logistic回归分析和Floodlight分析来验证所有假设。结果显示,消费动机影响消费者对人工智能生成内容的偏好。相较于享乐动机,以功能动机为主导的消费者更愿意接受人工智能生成内容(实验1、实验2a和实验2b)。这是因为消费者认为人工智能生成内容具备更优越的功能属性,而人类生成内容具备更优越的享乐属性(实验3)。人工智能拟人化,无论是源于个体的拟人化感知(实验4a)还是企业的拟人化设计(实验4b),调节了消费动机对消费者接受人工智能生成内容的影响。具体而言,在低拟人化条件下,功能动机比享乐动机的消费者更偏好人工智能生成内容;而在高拟人化条件下,功能动机与享乐动机的消费者对人工智能生成内容偏好无显著差异。研究结论从理论方面丰富和拓展了消费动机、人工智能拟人化和人工智能生成内容的相关研究,在实践层面上为内容提供商如何通过或启动消费者动机来促进人工智能生成内容的市场推广提供了实践启示。了解消费动机与内容偏好之间的关系,这对内容提供商和营销人员来说至关重要。内容提供商可以更好地调整战略,以满足消费者的需求,提高人工智能生成的内容在市场上的接受度。
Artificial intelligence(AI)can autonomously generate original content and create new entities rather than merely analyzing existing ones.This type of AI,known as Generative AI,has been recognized as one of the top ten breakthrough technologies of 2023 by MIT Technology Review.As generative AI technology matures and improves,creative intellectual labor is no longer unique to humans.This raises the question of whether consumers are willing to accept content created by generative AI,such as AI-generated music,news editing,and logo design.Based on the theory of mind perception,the current research investigates the relationship between consumption motivations and preference for AI-generated content.It also examines the moderating role of AI anthropomorphism stemming from perception and design in this process.To verify all hypotheses,six experiments were conducted,including one field experiment and five laboratory experiments.Meanwhile,the data were analyzed with ANOVA,Binary Logistic Regression,and Floodlight analysis in Spss 22.0.The results indicate that consumption motivation significantly influences consumer preference for AI-generated content products.Specifically,consumers driven primarily by utilitarian motivation,as opposed to hedonic motivation,are more inclined to accept AI-generated content(as shown in Experiments 1,2a,and 2b).This is because consumers perceive AI-generated content products to have superior utilitarian attributes,while human-generated content products are perceived to have superior hedonic attributes(Experiment 3).Furthermore,AI anthropomorphism,whether it arises from individuals′anthropomorphic perceptions(Experiment 4a)or companies′anthropomorphic designs(Experiment 4b),moderates the impact of consumption motivation on consumer acceptance of AI-generated content.That is to say,on low anthropomorphism condition,consumers with utilitarian motivation show a greater preference for AI-generated content compared to those with hedonic motivation.However,on high anthropomorphism condition,there is no significant difference in the preference for AI-generated content between consumers with utilitarian motivation and those with hedonic motivation.The research conclusions not only enrich and expand the theoretical understanding of consumption motivations,AI anthropomorphism,and AI-generated content,but also provide practical insights for content providers on how to leverage or activate consumption motivations to promote the market adoption of AI-generated content.Understanding consumer acceptance of AI-generated content is crucial for content providers aiming to leverage this technology effectively.By understanding the relationship between consumption motivations and content preferences,content providers and marketers can better adjust their strategies to meet consumer needs and enhance the acceptance of AI-generated content in the market.
作者
杜建刚
吴章建
朱丽雅
周无恙
DU Jiangang;WU Zhangjian;ZHU Liya;ZHOU Wuyang(Business School,Nankai University,Tianjin 300071,China)
出处
《管理科学》
北大核心
2025年第1期130-144,共15页
Journal of Management Science
基金
国家自然科学基金项目(72372076,71972107,72202158)
南开大学文科发展基金(ZB22BZ0106)
