人设越像人，越难让人捐款，逻辑说服更有效
Will you donate money to a chatbot? The effect of chatbot anthropomorphic features and persuasion strategies on willingness to donate
- 用真人设定的聊天机器人反而降低捐赠意愿
- 逻辑说服比情感打动更能促进捐款行为
- 适合关注AI交互设计与伦理合规的研究者
本研究通过2（拟人化 vs. 非拟人化聊天机器人）×2（情感型 vs. 逻辑型说服策略）的组间实验（N=76），探讨聊天机器人拟人特征与说服策略对用户感知及捐赠意愿的影响。参与者与代表非营利组织的聊天机器人互动。结果表明，拟人化设计虽提升感知类人度，但并未增加捐赠意愿；相反，常见拟人特征（如名称和叙事）在捐赠场景中引发对AI代理的负面态度。研究发现，非拟人化聊天机器人搭配逻辑型说服策略更有效，强调交互一致性的重要性，类比人际沟通模式。本文呼吁重新审视当前常见的人机身份对比范式，尤其在新出台的AI系统监管背景下。
原文摘要 · Abstract (English)
This work investigates the causal mechanism behind the effect of chatbot personification and persuasion strategies on users' perceptions and donation likelihood. In a 2 (personified vs. non-personified chatbot) x 2 (emotional vs. logical persuasion strategy) between-subjects experiment (N=76), participants engaged with a chatbot that represented a non-profit charitable organization. The results suggest that interaction with a personified chatbot evokes perceived anthropomorphism; however, it does not elicit greater willingness to donate. In fact, we found that commonly used anthropomorphic features, like name and narrative, led to negative attitudes toward an AI agent in the donation context. Our results showcase a preference for non-personified chatbots paired with logical persuasion appeal, emphasizing the significance of consistency in chatbot interaction, mirroring human-human engagement. We discuss the importance of moving from exploring the common scenario of a chatbot with machine identity vs. a chatbot with human identity in light of the recent regulations of AI systems.
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