人工智能的心理拟人化对用户持续使用意愿的影响研究

摘要/Abstract

摘要： 随着人工智能技术在营销场景中的广泛应用，人工智能不再只是信息处理工具，而是逐渐成为影响用户体验、关系感知与持续使用行为的重要交互对象。心理拟人化作为用户赋予人工智能以类人心智特征的重要感知线索，正在成为解释用户持续使用意愿的重要变量。基于SOR理论，本文构建了“人工智能心理拟人化—自我-人工智能联结—用户持续使用意愿”的研究模型，并进一步考查自我一致性的调节作用。研究结果表明，人工智能的心理拟人化能够显著提升用户持续使用意愿；自我-人工智能联结在二者关系中发挥中介作用；自我一致性正向调节人工智能的心理拟人化对自我-人工智能联结的影响。本文从自我延展视角揭示了人工智能的心理拟人化影响用户持续使用意愿的内在作用路径，也为企业优化人工智能产品设计、增强用户黏性和提升用户关系质量提供了理论依据与实践启示。

关键词: 人工智能, 心理拟人化, 用户持续使用意愿, 情感联结

Abstract: With the widespread application of artificial intelligence technology in marketing scenarios, AI is no longer just an information processing tool, but is gradually becoming an important interactive object that influences user experience, relationship perception, and continued usage behavior. Psychological anthropomorphism, as an important perceptual cue by which users attribute human-like mental characteristics to artificial intelligence, is becoming an important variable in explaining users’ willingness to continue using the technology. Based on the SOR theory, this paper constructs a research model of “psychological anthropomorphism of artificial intelligence - self-AI connection - user’s willingness to continue using”, and further examines the moderating role of self-consistency. The results show that the psychological anthropomorphism of artificial intelligence can significantly enhance users’ willingness to continue using it; the self-AI connection plays a mediating role in the relationship between the two; and self-consistency positively moderates the impact of the psychological anthropomorphism of artificial intelligence on the self-AI connection. This paper reveals the intrinsic mechanism of how the psychological anthropomorphism of artificial intelligence influences users’ willingness to continue using the product from the perspective of self-extension. It also provides theoretical basis and practical insights for enterprises to optimize the design of artificial intelligence products, enhance user stickiness, and improve the quality of user relationships.

Key words: artificial intelligence, psychological anthropomorphism of AI, continuance intention, emotional connection

张伟, 牛思杨. 人工智能的心理拟人化对用户持续使用意愿的影响研究[J]. 管理评论, 2026, 38(10): 160-171.

Zhang Wei, Niu Siyang. The Impact of AI Psychological Anthropomorphism on Users’ Continuance Intention[J]. Management Review, 2026, 38(10): 160-171.

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