摘要
随着人工智能技术在政务服务领域的深度应用,政务服务数字人逐渐成为辅助或替代传统人工窗口的重要载体。本研究立足推-拉-锚定(PPM)模型,通过半结构式访谈与问卷调查相结合,系统探讨了影响用户从人工服务向政务服务数字人转移意愿的关键因素及其形成机制。首先基于用户访谈,采用扎根理论归纳出11类影响因素,为后续量化研究的变量设置奠定基础;继而通过线上线下混合抽样收集504份有效问卷,运用PLS-SEM验证假设模型。结果显示:推力因素方面,感知低效显著推动用户转移意愿;拉力因素方面,感知吸引力、感知智能和感知政府投入显著增强转移意愿;锚定因素方面,行为惰性对转移意愿具有显著抑制作用,其中使用习惯、转移成本和感知风险显著提升用户惰性;行为惰性对推力和拉力的调节效应复杂,仅对推力效应产生负向调节。本研究不仅丰富了数字政府和信息行为领域关于用户转移的实证材料,也为政府部门优化人工与数字人协同服务、提升政务服务效率和用户满意度提供了精准对策建议。
As artificial intelligence increasingly permeates government services,AI-powered digital agents have emerged as key complements or alternatives to traditional human services.Grounded in the Push-Pull-Mooring(PPM)framework,this study employs a mixed-methods design combining semi-structured interviews and a large-scale survey to identify and validate the drivers and inhibitors of users'intentions to switch from human to digital-agent services.Qualitative interviews with experienced users and grounded theory analysis preliminarily yielded eleven core factors that informed subsequent measurement development.Next,504valid questionnaires were collected via an online-offline hybrid sampling approach and analyzed using partial least squares structural equation modeling(PLS-SEM).Results reveal that perceived inefficiency of human services significantly"pushes"users toward digital agents;perceived attractiveness,perceived intelligence,and perceived government investment act as"pull"factors that strengthen switching intentions;and inertia driven by habits,switching costs,and perceived risks substantially"moors"users to existing channels,dampening their willingness to switch.Moreover,inertia exhibits a complex moderating role,negatively attenuating only the push effect.By integrating empirical insights from digital government and information behavior research,this study offers actionable recommendations for policymakers and technology providers to optimize hybrid human-AI service models,enhance operational efficiency,and improve user satisfaction.
作者
王啸
马跃琪
WANG Xiao;MA Yueqi
出处
《传媒经济与管理研究》
2025年第1期322-357,共36页
Media Economics and Management Research
基金
江苏省社科基金青年项目“新冠肺炎疫情中‘信息疫情’的网络扩散机制与应对策略研究”(22XWC005)
中央高校基本科研业务费专项资金项目“突发公共卫生事件中政府风险信息发布的体系构建与传播效果研究”(2024300213)。
关键词
政务服务数字人
人工智能
数字政府
推-拉-锚定模型
转移意愿
AI-Powered Government Service Agents
Artificial Intelligence
Digital Government
Push-Pull-Mooring Framework
Switching Intention
