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4月29日（周五）下午2點(diǎn)，重慶交通大學(xué)姚琦教授團(tuán)隊將為大家分享題為“The impact of social class and service type on preference for AI service robots”的最新研究。

摘要：

Purpose – The research aims to explore the interaction effect of consumer social class and service type on consumers’ preference for robot services, as well as the mediating role of risk aversion in this interaction effect.

Design/methodology/approach – Experiment 1 is a field experiment with service type being the independent variable. The participants were divided into two groups based on the services they received (diagnostic dental services vs. hotel room services). 93 consumers participated voluntarily in the blind experiment and were asked if they would choose to allow a robot to perform the focal services. Experiment 2 employs a 2X2 factorial design: personal fitness trainer services at the gym vs wait staff services in a casual dining restaurant 3 higher-vs lower-social class, with 196 participants.

Findings–Results from the two experiments show that participants in the higher-social classes were more willing than participants in the lower-social classes to choose robot services in credence-based service settings.More significantly, risk aversion mediated the interaction effect of social class and service type on participants’ preference for robot services.

Originality/value– Based on the credence-experience typology, this research is the first to discuss the weight of social class in consumer decision-making regarding preference for different types of robot services. Furthermore, by extending risk aversion to the robot services field, the current research sheds new lighton this underlying mechanism that can inform future studies.

個人簡介：

姚琦，重慶交通大學(xué)經(jīng)濟(jì)與管理學(xué)院教授、博士生導(dǎo)師，工商管理學(xué)科帶頭人。中國高等院校市場學(xué)研究會常務(wù)理事，重慶市市場營銷與策劃學(xué)會副會長。曾任北京大學(xué)光華管理學(xué)院和香港城市大學(xué)商學(xué)院博士后。

主持國家自然科學(xué)基金項目3項，教育部人文社科規(guī)劃項目1項，研究成果發(fā)表在European Journal of Innovation Management, Marketing Intelligence and Planning, International Journal of Emerging Markets，Psychology Research and Behavior Management,《南開管理評論》《心理學(xué)報》《管理工程學(xué)報》《營銷科學(xué)學(xué)報》等國內(nèi)外重要期刊。擔(dān)任國家自然科學(xué)基金項目通訊評審專家。

吳章建，南開大學(xué)商學(xué)院博士研究生，論文發(fā)表在《南開管理評論》《心理學(xué)報》等期刊。

Wenkai Zhou，University of Central Oklahoma助理教授。論文發(fā)表在Journal of Business Research, Journal of Research in Interactive Marketing, Journal of Marketing Theory and Practice等期刊。并曾擔(dān)任International Marketing Review, International Journal of Market Research等期刊特刊客座主編。