摘要
营销数字人智能对话系统作为数字营销的新型交互入口,正成为推动消费扩容升级和培育数字经济新场景新业态的重要引擎。然而由于多维对话智能特征的复杂性、多轮交互模式的动态性和双重信任作用剥离的困难性,使得营销数字人对话智能特征影响消费行为的机理尚待厘清,阻碍了营销数字人行业的健康发展。本研究基于认知-情感信任理论,重点关注:(1)多维对话智能特征和多元外在因素交互影响下的消费行为现象;(2)双重信任受到对话智能特征影响后的动态编码心理过程;(3)营销数字人双重信任的认知神经机制;(4)营销数字人对话智能特征优化与应用验证。基于上述研究成果探索数字人智能对话系统赋能应用的有效路径,促进消费体验优化和企业降本增效。
As a new-generation human-computer interaction interface,marketing digital humans'conversational intelligence systems have emerged as a crucial engine for driving consumption upgrades and cultivating new quality productive forces in the digital economy.Nevertheless,the mechanisms through which the conversational intelligence features of marketing digital humans influence consumer behavior remain unclear due to the complexity of multidimensional conversational intelligence characteristics,the dynamics of multi-turn interaction patterns,and the challenges in decoupling dual-trust effects,which hinders the healthy development of the marketing digital human industry.Guided by the cognitive-affective trust theory,this study primarily investigates:(1)the consumer behavior phenomena under the interactive influence of multidimensional conversational intelligence features and various external factors;(2)the dynamic cognitive process resulting from the impact of conversational intelligence features on dual trust;(3)the cognitive neuroscience mechanisms underlying dual trust in marketing digital human;and(4)the optimization of conversational intelligence features in marketing digital human and practical application validation.Based on these research findings,the study aims to explore effective pathways for leveraging marketing digital humans'conversational intelligence systems to enhance consumer experiences,optimize business costs,and improve efficiency.
作者
裴冠雄
董波
金佳
孟亮
张加林
PEI Guanxiong;DONG Bo;JIN Jia;MENG Liang;ZHANG Jialin(Laboratory of Intelligent Society and Governance,Zhejiang Lab,Hangzhou 311121,China;Key Laboratory of Brain-Machine Intelligence for Information Behavior(Ministry of Education and Shanghai),School of Business and Management,Shanghai International Studies University,Shanghai 201620,China;School of Innovation and Entrepreneurship,Zhejiang University,Hangzhou 310058,China;Entrepreneurship Development Association of Hangzhou,Hangzhou 310000,China)
出处
《心理科学进展》
北大核心
2026年第2期227-238,共12页
Advances in Psychological Science
基金
国家自然科学基金青年科学基金项目(72401263)
浙江省软科学研究计划项目[2025C25080(SYS)]。
关键词
营销数字人
认知-情感信任理论
智能对话系统
多维智能特征
消费行为
marketing digital humans
cognitive-affective trust theory
conversational intelligence systems
multidimensional intelligent features
consumer behavior
