Abstract: In recent years, service robots have become one of the important means for more and more businesses to improve quality and efficiency, which has attracted widespread attention in academia. In the conspicuous consumption scenario, this paper reveals that compared with human servers, consumers are less likely to make conspicuous consumption when facing service robots. This happens because consumers pay more attention to their inner-self in face of robots, rather than to their social image in public. The degree of robot artificial intelligence (AI) personalization will moderate this effect. When robots are intelligent enough to provide personalized recommendation, consumers pay more attention to themselves and make less conspicuous consumption. This paper provides a theoretical guidance for whether and how to adopt service robots in business practice, and also enriches the research results in the field of AI service.

Key words: service robot；social presence , ；conspicuous consuption；self-focused attention；AI Personalization

摘要： 利用机器人提供服务成为众多商家提质增效的重要手段, 且已引起学术界的广泛关注。基于炫耀性消费场景的研究揭示, 与真人服务员相比, 消费者在面对机器人服务员时会减少炫耀性消费行为。产生这一结果的原因在于, 消费者在面对机器人时会更加关注自我的真实想法, 而非向外界展现的社会形象。机器人的智能定制化程度会对这一效应起到强化作用, 当服务机器人的智能定制化程度较高时, 消费者会更加关注自我, 进而更不容易做出炫耀性消费行为。研究结论为商家是否以及如何引入机器人服务员提供了理论指导, 同时也丰富了人工智能服务领域的研究成果。

关键词: 服务机器人, 社会存在感, 炫耀性消费, 自我关注程度, 人工智能个性化