服务机器人凝视对顾客青睐的影响机制研究

摘要/Abstract

摘要： 在机器人从"机器"向真正意义上的机器"人"转变的过程中,机器人的眼神互动发挥着十分重要的作用。然而,现有服务营销领域的研究从理论上尚不清楚服务机器人的眼神凝视如何影响顾客的青睐程度。本研究通过四个实验证明:相比回避凝视,服务机器人直接凝视会引起更多的顾客青睐,这是由于直接凝视增加了顾客对服务机器人的温暖感知和能力感知。本研究还探索了服务情境(功利型和享乐型)的调节作用,即功利型服务情境会增强能力感知对顾客青睐的影响,而享乐型服务情境会增强温暖感知对顾客青睐的影响。研究还进一步探索了其中的边界条件,当服务机器人的外观拟人化程度高时,直接凝视对顾客青睐的正向影响得到削弱。研究结果丰富了机器人凝视对顾客行为影响的文献,同时为企业制定服务机器人服务流程的相关决策提供了有益启示。

关键词: 服务机器人, 凝视, 刻板印象内容模型, 顾客青睐, 拟人化

Abstract: Eye contact is a key capability that robot develops in its evolution from a machine to a human-like agent. This study, through four experiments, demonstrates that service robots' direct gaze, as opposed to averted gaze, notably increases customer favor. This is because direct gaze is better able to impress customers with robot's warmth and competence. The research also indicates that in utilitarian scenarios, the perceived competence of the robot has a more pronounced influence on customer favor, whereas in hedonic scenarios, perceived warmth assumes greater significance. Additionally, this research examines the relationship between the degree of robots' anthropomorphic appearance and its effects, revealing that higher anthropomorphism may reduce the positive impact of direct gaze on customer favor. These insights not only advance the understanding of robot gaze behavior and its influence on customer interaction but also provide practical guidance for businesses in deploying service robots and designing service strategies.

Key words: service robots, gaze behavior, stereotype content model, customer favor, anthropomorphism

叶勇, 唐小飞, 张惠琴, 彭浩宇. 服务机器人凝视对顾客青睐的影响机制研究[J]. 管理评论, 2026, 38(5): 129-140.

Ye Yong, Tang Xiaofei, Zhang Huiqin, Peng Haoyu. Research on the Mechanisms of How Service Robots' Gaze Influences Customer Favor[J]. Management Review, 2026, 38(5): 129-140.

参考文献

[1] van Pinxteren M. M. E., Wetzels R. W. H., Rüger J., et al. Trust in Humanoid Robots:Implications for Services Marketing[J]. Journal of Services Marketing, 2019,33(4):507-518
[2] 刘征驰,陈文武,魏思超.数据要素利用、智能技术进步与内生增长[J].管理评论, 2023,35(10):10-21 Liu Z. C., Chen W. W., Wei S. C. Data Factor Utilization, Intelligence Technology Progress and Endogenous Growth[J]. Management Review, 2023,35(10):10-21
[3] Markets and Markets. Service Robotics Industry Worth$848 Billion by 2028[EB/OL]. https://www.marketsandmarkets.com/PressReleases/service-robotics.asp, 2023[2024-01-10]
[4] Huang D., Chen Q., Huang J., et al. Customer-Robot Interactions:Understanding Customer Experience with Service Robots[J]. International Journal of Hospitality Management, 2021,99(10):103078
[5] S derlund M. The Robot-to-Robot Service Encounter:An Examination of the Impact of Inter-Robot Warmth[J]. Journal of Services Marketing, 2021,35(9):15-27
[6] 孙瑾,刘聿瑄.拟人化机器人完美代替人工?——一个有调节的中介效应模型[J].南开管理评论, 2023,26(6):169-180 Sun J., Liu Y. X. Can Anthropomorphic Robots Perfectly Replace Labor?A Moderated Mediation Model[J]. Nankai Business Review, 2023,26(6):169-180
[7] Li M., Guo F., Wang X., et al. Effects of Robot Gaze and Voice Human-likeness on Users'Subjective Perception, Visual Attention, and Cerebral Activity in Voice Conversations[J]. Computers in Human Behavior, 2023,141(4):107645
[8] Mavridis N. A Review of Verbal and Non-verbal Human-Robot Interactive Communication[J]. Robotics and Autonomous Systems, 2015,63:22-35
[9] Belkaid M., Kompatsiari K., De Tommaso D., et al. Mutual Gaze with a Robot Affects Human Neural Activity and Delays Decision-making Processes[J]. Science Robotics, 2021,6(58):eabc5044
[10] To R. N., Patrick V. M. How the Eyes Connect to the Heart:The Influence of Eye Gaze Direction on Advertising Effectiveness[J]. Journal of Consumer Research, 2021,48(1):123-146
[11] Kleinke C. L. Gaze and Eye Contact:A Research Review[J]. Psychological Bulletin, 1986,100(1):78-100
[12] Sheehan B., Jin H. S., Gottlieb U. Customer Service Chatbots:Anthropomorphism and Adoption[J]. Journal of Business Research, 2020,115:14-24
[13] Crolic C., Thomaz F., Hadi R., et al. Blame the Bot:Anthropomorphism and Anger in Customer-Chatbot Interactions[J]. Journal of Marketing, 2022,86(1):132-148
[14] Blut M., Wang C., Wünderlich N. V., et al. Understanding Anthropomorphism in Service Provision:A Meta-analysis of Physical Robots, Chatbots, and Other AI[J]. Journal of the Academy of Marketing Science, 2021,49(4):632-658
[15] Murphy N. A. Appearing Smart:The Impression Management of Intelligence, Person Perception Accuracy, and Behavior in Social Interaction[J]. Personality and Social Psychology Bulletin, 2007,33(3):325-339
[16] Tybout A. M., Calder B. J., Sternthal B. Using Information Processing Theory to Design Marketing Strategies[J]. Journal of Marketing Research, 1981,18(1):73-79
[17] Wheeler R. W., Baron J. C., Michell S., et al. Eye Contact and the Perception of Intelligence[J]. Bulletin of the Psychonomic Society, 1979,13(2):101-102
[18] Mason M. F., Tatkow E. P., MacRae C. N. The Look of Love:Gaze Shifts and Person Perception[J]. Psychological Science, 2005,16(3):236-239
[19] Kompatsiari K., Ciardo F., Tikhanoff V., et al. It's in the Eyes:The Engaging Role of Eye Contact in HRI[J]. International Journal of Social Robotics, 2021,13(3):525-535
[20] Papadopoulos F., Küster D., Corrigan L. J., et al. Do Relative Positions and Proxemics Affect the Engagement in a Human-Robot Collaborative Scenario[J]. Interaction Studies, 2016,17(3):321-347
[21] Zhang Y., Beskow J., Kjellstr m H. Look But don't Stare:Mutual Gaze Interaction in Social Robots[C]. The International Conference on Social Robotics, 2017
[22] Fiske S. T., Cuddy A. J., Glick P., et al. A Model of (Often Mixed) Stereotype Content:Competence and Warmth Respectively Follow from Perceived Status and Competition[J]. Journal of Personality and Social Psychology, 2002,82(6):878-902
[23] Gorn G. J., Jiang Y., Johar G. V. Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis[J]. Journal of Consumer Research, 2008,35(1):36-49
[24] Belanche D., Casal L. V., Flavián C., et al. Service Robot Implementation:A Theoretical Framework and Research Agenda[J]. The Service Industries Journal, 2020,40(3-4):203-225
[25] Kim S. Y., Schmitt B. H., Thalmann N. M. Eliza in the Uncanny Valley:Anthropomorphizing Consumer Robots Increases Their Perceived Warmth But Decreases Liking[J]. Marketing Letters, 2019,30(1):1-12
[26] Choi S., Mattila A. S., Bolton L. E. To Err Is Human (-Oid):How do Consumers React to Robot Service Failure and Recovery?[J]. Journal of Service Research, 2021,24(3):354-371
[27] Liu X., Powell D. K., Wang H., et al. Functional Dissociation in Frontal and Striatal Areas for Processing of Positive and Negative Reward Information[J]. Journal of Neuroscience, 2007,27(17):4587-4597
[28] Eyssel F., Hegel F.(S) He's Got the Look:Gender Stereotyping of Robots[J]. Journal of Applied Social Psychology, 2012,42(9):2213-2230
[29] 龚思羽,盛光华,岳蓓蓓.品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用[J].管理评论, 2022,34(8):157-167 Gong S. Y., Sheng G. H., Yue B. B. Mechanism of How Brand Green Image Positioning Influences Consumers'Brand Attitude-The Mediating Role of Competence Perception and Warmth Perception[J]. Management Review, 2022,34(8):157-167
[30] Prebensen N. K.,Rosengren S. Experience Value as a Function of Hedonic and Utilitarian Dominant Services[J]. International Journal of Contemporary Hospitality Management, 2016,28(1):113-135
[31] Ryu K., Han H., Jang S. S. Relationships among Hedonic and Utilitarian Values, Satisfaction, and Behavioral Intentions in the Fast-Casual Restaurant Industry[J]. International Journal of Contemporary Hospitality Management, 2010,22(3):416-432
[32] Liu X. S., Yi X. S., Wan L. C. Friendly or Competent?The Effects of Perception of Robot Appearance and Service Context on Usage Intention[J]. Annals of Tourism Research, 2022,92:103324
[33] Peter C., Ponzi M. The Risk of Omitting Warmth or Competence Information in Ads:Advertising Strategies for Hedonic and Utilitarian Brand Types[J]. Journal of Advertising Research, 2018,58(4):423-432
[34] Philipp-Muller A., Costello J. P., Reczek R. W. Get Your Science out of Here:When does Invoking Science in the Marketing of Consumer Products Backfire?[J]. Journal of Consumer Research, 2023,49(5):721-740
[35] Yuan C., Zhang C., Wang S. Social Anxiety as a Moderator in Consumer Willingness to Accept AI Assistants Based on Utilitarian and Hedonic Values[J]. Journal of Retailing and Consumer Services, 2022,65(3):102878
[36] Mori M., MacDorman K. F., Kageki N. The Uncanny Valley[from the Field][J]. IEEE Robotics&Automation Magazine, 2012,19(2):98-100
[37] Mathur M. B., Reichling D. B. Navigating a Social World with Robot Partners:A Quantitative Cartography of the Uncanny Valley[J]. Cognition, 2016,146(1):22-32
[38] MacDorman K. F., Minato T. Androids as an Experimental Apparatus:Why Is There an Uncanny Valley and can We Exploit It?[C]. CogSci-2005 Workshop:Toward Social Mechanisms of Android Science, 2005
[39] Mende M., Scott M. L., van Doorn J., et al. Service Robots Rising:How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses[J]. Journal of Marketing Research, 2019,56(4):535-556
[40] Carver C. S., Connor-Smith J. Personality and Coping[J]. Annual Review of Psychology, 2010,61(1):679-704
[41] Leo X., Huh Y. E. Who Gets the Blame for Service Failures?Attribution of Responsibility Toward Robot versus Human Service Providers and Service Firms[J]. Computers in Human Behavior, 2020,113(12):106520
[42] Lv X. Y., Luo J. J., Liang Y. Q., et al. Is Cuteness Irresistible?The Impact of Cuteness on Customers'Intentions to Use AI Applications[J]. Tourism Management, 2022,90:104472
[43] Bartneck C., Kulic'D., Croft E., et al. Measurement Instruments for the Anthropomorphism, Animacy, Likeability, Perceived Intelligence, and Perceived Safety of Robots[J]. International Journal of Social Robotics, 2009,1(1):71-81
[44] Huang L. L., Chen R. P., Chan K. W. Pairing up with Anthropomorphized Artificial Agents:Leveraging Employee Creativity in Service Encounters[J]. Journal of the Academy of Marketing Science, 2024,52(4):955-975