主题：“数字经济赋能智慧文旅”2023高端讲堂系列讲座（七）

Customer Emotions in Service Robot Encounters: A Hybrid Machine-Human Intelligence Approach

服务机器人场景中的顾客情绪：一种混合机器-人类智力的方法

主讲人：法国南特高等商学院Raffaele Filieri教授

主持人：5822yh银河国际・(中国)官方网站施思教授

时间：2023年5月18日 15:00-17:00

举办地点：腾讯会议 ID：639 904 247

主办单位：5822yh银河国际・(中国)官方网站科研处

主讲人简介：

Raffaele Filieri (Ph.D.) is Professor of Digital Marketing in the Marketing Department at Audencia Business School, Nantes, France. Dr. Filieri is the Associate Editor of Journal of Business Research, European Management Review, Spanish Journal of Marketing, and sits in the editorial boards of several journals such as Tourism Management, Journal of Travel Research, International Journal of Contemporary Hospitality Management, Internet Research, Journal of Brand Management, Journal of Knowledge Management, Tourism Review, and many more. Raffaele has published 50+ research papers in 33 different journals, including Tourism Management, Annals of Tourism Research, Journal of Travel Research, Journal of Interactive Marketing, Journal of Business Research, International Journal of Contemporary Hospitality Management.

Raffaele Filieri 博士是法国南特高等商学院营销系教授，同时也是国际顶级期刊 Journal of Business Research、European Management Review、Spanish Journal of Marketing的副主编。Filieri 教授还担任多个期刊的编委会成员，包括Tourism Management、Journal of Travel Research、International Journal of Contemporary Hospitality Management、Internet Research、Journal of Brand Management、Journal of Knowledge Management、Tourism Review等。Raffaele教授在旅游领域具有重要的学术影响力，曾在Tourism Management、Annals of Tourism Research、Journal of Travel Research、Journal of Interactive Marketing、Journal of Business Research、International Journal of Contemporary Hospitality Management 等33个期刊发表论文50余篇。

内容简介:

Understanding consumer emotions arising from robot-customers encounters and shared through online reviews is critical for forecasting consumers’ intention to adopt service robots. Qualitative analysis has the advantage of generating rich insights from data, but it requires intensive manual work. Scholars have emphasized the benefits of using algorithms for recognizing and differentiating among emotions. This study critically addresses the advantages and disadvantages of qualitative analysis and machine learning methods by adopting a hybrid machine-human intelligence approach. We extracted a sample of 9707 customers reviews from two major social media platforms (Ctrip and TripAdvisor), encompassing 412 hotels in 8 countries. The results show that the customer experience with service robots is overwhelmingly positive, revealing that interacting with robots triggers emotions of joy, love, surprise, interest, and excitement. Discontent is mainly expressed when customers cannot use service robots due to malfunctioning. Service robots trigger more emotions when they move. The findings further reveal the potential moderation effect of culture on customer emotional reactions to service robots. The study highlights that the hybrid approach can take advantage of the scalability and efficiency of machine learning algorithms while overcoming its shortcomings, such as poor interpretative capacity and limited emotion categories.

了解在与机器人交互中产生的、并通过在线评论分享的消费者情绪，是预测消费者对服务机器人采纳意愿的关键。定性分析有从数据中生成丰富洞见的优势，但需要大量的人工工作。学者们强调使用算法识别和区分情绪的益处。本研究采用一种混合机器和人类智力的方法，批判性地探讨了定性分析和机器学习方法的优缺点。本研究从两个主要社交媒体平台（携程网和TripAdvisor）中提取了9707个客户评论样本，涵盖了8个国家的412家酒店。分析结果表明，消费者与服务机器人的体验是极其积极的，显示出与机器人互动触发的情绪包括喜悦、爱、惊奇、兴趣和兴奋。当由于故障消费者无法服务机器人时，他们会表现出不满。当服务机器人移动时，会引发更多消费者情绪。研究结果还揭示了文化在消费者对服务机器人的情绪反应中的调节作用。本研究强调，混合方法可以充分利用机器学习算法的可扩展性和效率，同时克服了其缺点，如解释能力差和情感类别有限性。