当前众多研究者对用户接受人工智能技术的兴趣和研究激增。然而,现有的研究显得分散,缺乏系统的综合,限制了用户对人工智能技术接受度的理解。文章从用户感知价值角度结构人工智能产品用户感知利益与感知风险权衡,及从用户感知技术视角解释人工智能产品有用性和易用性效应机制,对现有研究中各影响因素进行研究,探索人工智能的自主技术对消费者的影响。为有效帮助预测人工智能产品自主性方面发展,对企业如何设计和消费者使用人工智能提供参考与建议。文章运用元分析方法,对42篇实证研究文献212个效应值进行归纳,得出8个影响因素与用户对人工智能产品购买意愿行为有相关关系,其中感知利益的相关性最强,拟人化的相关性最弱。同时,更高水平感知有用性、感知易用性、社会参与、信任会增强用户购买意愿,更高水平感知风险会降低用户购买意愿。人工智能类型及应用领域在感知机制中起调节作用。文章厘清了人工智能产品自主性对用户购买意愿的效应机制,解构了用户感知价值和技术感知的内在理论逻辑,进一步拓展探索后续研究影响因素效应边界。Currently, there is a surge in interest and research among numerous researchers regarding users’ acceptance of artificial intelligence technology. However, existing research appears scattered and lacks systematic integration, which limits users’ understanding of the acceptance of artificial intelligence technology. The article constructs the balance between perceived benefits and perceived risks of artificial intelligence products from the perspective of user perceived value, and explains the effectiveness mechanism of AI product usefulness and usability from the perspective of user perceived technology. It studies various influencing factors in existing research and explores the impact of AI’s autonomous technology on consumers. To effectively assist in predicting the autonomous development of artificial intelligence products and provide references and suggestions for how enterprises design and consumers use artificial intelligence. The article uses meta-analysis to summarize 212 effect values from 42 empirical research papers, and identifies 8 influencing factors that are related to users’ willingness to purchase artificial intelligence products. Among them, the correlation between perceived benefits is the strongest, and the correlation between personification is the weakest. At the same time, higher levels of perceived usefulness, perceived ease of use, social participation, and trust will enhance users’ willingness to purchase, while higher levels of perceived risk will reduce users’ willingness to purchase. The types and appli
本文深入探讨了直播带货中产品需求、促销与稀缺感对消费行为的影响机制,并结合上林瓷苑青瓷茶具品牌的案例进行分析,提出了相应的营销策略建议。研究结果表明,产品需求是消费者购买决策的基础,促销手段能够提升消费者的购买意愿,而稀缺感则能够激发消费者的竞争心理和占有欲。商家和主播需要综合考虑这三个因素,制定合适的营销策略,以提高消费者的购买意愿和购买转化率。本文建议主播深入了解消费者需求、合理运用促销手段、适度营造稀缺感、提高直播质量、利用社交媒体进行宣传以及加强售后服务,以提升直播带货的效果和效率。This paper deeply discusses the impact mechanism of product demand, promotion and scarcity on consumer behavior in live streaming, and analyzes the case of Huaxizi beauty brand, and puts forward corresponding marketing strategy suggestions. The results show that product demand is the basis of consumers’ purchase decision, promotion can enhance consumers’ purchase intention, and scarcity can stimulate consumers’ competitive psychology and possessiveness. Merchants and anchors need to consider these three factors comprehensively and develop appropriate marketing strategies to improve consumers’ purchase willingness and purchase conversion rate. This paper suggests that anchors have a deep understanding of consumer needs, rationally use promotional means, appropriately create a sense of scarcity, improve the quality of live streaming, use social media for publicity and strengthen after-sales service, so as to improve the effect and efficiency of live streaming.
随着银发经济的快速发展,老年人逐渐成为电子商务市场中的重要消费者。然而,老年人在使用电商平台时仍然面临操作复杂、支付安全顾虑、适老化设计不足和缺乏个性化支持等障碍。本文通过分析老年人电商消费的现状、消费偏好和主要障碍,总结了适老化设计、支付安全、专属客服和数字素养培训等优化策略,旨在提升老年人的消费体验,帮助其更好地融入数字生活。未来,随着适老化技术的不断完善,电商平台需进一步深化老年人需求研究,提供更加智能化和个性化的服务,从而推动银发经济的持续发展。As the silver economy rapidly grows, elderly consumers are becoming a significant demographic within the e-commerce market. However, they still face challenges in using e-commerce platforms, including complex operations, payment security concerns, inadequate age-friendly designs, and lack of personalized support. This paper analyzes elderly consumers’ current e-commerce participation, preferences, and primary obstacles. It summarizes optimization strategies like age-appropriate design, enhanced payment security, dedicated customer support, and digital literacy training, aiming to improve elderly users’ online shopping experience and integration into the digital world. In the future, as age-friendly technology continues to advance, e-commerce platforms need to deepen their understanding of elderly users’ needs, offering more intelligent and personalized services to foster sustainable growth in the silver economy.
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