Tính nhân hóa và sự thích thú trong tương tác với AISA: Động lực hình thành mối quan hệ xã hội một chiều và hệ quả đối với hành vi công dân của khách hàng
Ngày xuất bản:
23/07/2026
Ngày xuất bản Online:
03/06/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Mặc dù, mối quan hệ xã hội một chiều (Parasocial Relationship - PSR) với các tác nhân dịch vụ trí tuệ nhân tạo (AISA) ngày càng phổ biến trong mua sắm trực tuyến, cơ chế hình thành PSR và vai trò của mối quan hệ này đối với hành vi công dân của khách hàng vẫn chưa được làm rõ. Dựa trên hai lý thuyết CASA, PSR, nghiên cứu đề xuất tính nhân hóa và sự thích thú trong tương tác là hai tiền đề của PSR. Dữ liệu khảo sát được phân tích bằng mô hình cấu trúc tuyến tính (SEM). Kết quả cho thấy cả hai yếu tố đều tác động tích cực đến PSR, trong đó sự thích thú có ảnh hưởng mạnh hơn. Ngoài ra, PSR đóng vai trò trung gian giữa đặc điểm tương tác của AISA và hành vi công dân của khách hàng. Nghiên cứu góp phần mở rộng hiểu biết về PSR trong bối cảnh tương tác giữa con người và AI.
Abstract
Although parasocial relationship (PSR) with AI service agents (AISA) have become increasingly prevalent in online shopping environments, the mechanisms underlying their formation and their influence on customer citizenship behavior remain insufficiently understood. Drawing on Computers Are Social Actors (CASA) theory and parasocial relationship theory, this study proposes anthropomorphism and interaction enjoyment as key antecedents of PSR. Survey data were analyzed using structural equation modeling (SEM). The results reveal that both factors positively influence PSR, with interaction enjoyment exerting a stronger effect. Furthermore, PSR mediate the relationship between AISA interaction characteristics and customer citizenship behavior. This study extends the understanding of PSR within the context of human-AI interactions and offers new insights into how AI-enabled service encounters can foster favorable customer behaviors.
Từ khóa
Hành vi công dân của khách hàng; Mối quan hệ xã hội một chiều; Sự thích thú trong tương tác; Tác nhân dịch vụ trí tuệ nhân tạo; Tính nhân hóa
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, L86 - Information and Internet Services • Computer Software - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
Tài liệu tham khảo
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Amazon Web Services. (2025, September 18). Unlocking Vietnam’s AI potential: Research shows AI adoption growth in Vietnam [Press release]. https://press.aboutamazon.com/sg/aws/2025/9/new-aws-research-shows-strong-aws-ai-adoption-momentum-in-vietnam
Bartneck, C., Kulić, D., Croft, E., & Zoghbi, S. (2009). Measurement instruments for the anthropomorphism, animacy, likeability, perceived intelligence, and perceived safety of robots. International Journal of Social Robotics, 1(1), 71–81. https://doi.org/10.1007/s12369-008-0001-3
Bock, D. E., Wolter, J. S., & Ferrell, O. (2020). Artificial intelligence: Disrupting what we know about services. Journal of Service Marketing, 34(3), 317–334. https://doi.org/10.1108/JSM-01-2019-0047
Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29–51. https://doi.org/10.1016/0167-8116(95)00027-5
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Dinh, C.-M., & Park, S. (2023). How to increase consumer intention to use chatbots? The mediating role of social presence. Electronic Commerce Research, 24(4), 2427–2467. https://doi.org/10.1007/s10660-022-09662-5
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Festinger, L. (1957). A theory of cognitive dissonance. Row, Peterson.
Fetscherin, M. (2014). What type of relationship do we have with loved brands? Journal of Consumer Marketing, 31(6/7), 430–440. https://doi.org/10.1108/JCM-05-2014-0969
Gong, T., & Yi, Y. (2021). A review of customer citizenship behaviors in the service context. The Service Industries Journal, 41(3–4), 169–199. https://doi.org/10.1080/02642069.2019.1680641
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375
Han, S., & Yang, H. (2018). Understanding adoption of intelligent personal assistants: A parasocial relationship perspective. Industrial Management & Data Systems, 118(3), 618–636. https://doi.org/10.1108/IMDS-05-2017-0214
Hamari, J. (2015). Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment. International Journal of Information Management, 35(3), 299–308. https://doi.org/10.1016/j.ijinfomgt.2015.01.007
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2011). Multivariate data analysis (7th ed.). Pearson.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hartmann, T., Stuke, D., & Daschmann, G. (2008). Positive parasocial relationships with drivers affect suspense in racing sport spectators. Journal of Media Psychology: Theories, Methods, and Applications, 20(1), 24–34. https://doi.org/10.1027/1864-1105.20.1.24
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Huang, M.-H., & Rust, R. T. (2020). Engaged to a robot? The role of AI in service. Journal of Service Research, 24(1), 30–41. https://doi.org/10.1177/1094670520902266
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Konok, V., Korcsok, B., Miklósi, Á., & Gácsi, M. (2018). Should we love robots? The most liked qualities of companion dogs and how they can be implemented in social robots. Computers in Human Behavior, 80, 132–142. https://doi.org/10.1016/j.chb.2017.11.002
Klein, S. H. (2025). The effects of human-like social cues on social responses towards text-based conversational agents: A meta-analysis. Humanities and Social Sciences Communications, 12, 1322. https://doi.org/10.1057/s41599-025-05618-w
Li, Q., Luximon, Y., & Zhang, J. (2023). The influence of anthropomorphic cues on patients’ perceived anthropomorphism, social presence, trust building, and acceptance of health care conversational agents: Within-subject web-based experiment. Journal of Medical Internet Research, 25, e44479. https://doi.org/10.2196/44479
Liu, S., Lee, J.-Y., Cheon, Y., & Wang, M. (2023). A study of the interaction between user psychology and perceived value of AI voice assistants. Sustainability, 15(14), 11396. https://doi.org/10.3390/su151411396
Liu, W., Jiang, M., Li, W., & Mou, J. (2024). How does the anthropomorphism of AI chatbots facilitate users’ reuse intention in online health consultation services? The moderating role of disease severity. Technological Forecasting and Social Change, 203, 123407. https://doi.org/10.1016/j.techfore.2024.123407
McLean, G., Osei-Frimpong, K., & Barhorst, J. (2021). Alexa, do voice assistants influence consumer brand engagement? Examining the role of AI-powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 124, 312–328. https://doi.org/10.1016/j.jbusres.2020.11.045
Moussawi, S., & Koufaris, M. (2019). Perceived intelligence and perceived anthropomorphism of personal intelligent agents: Scale development and validation. In Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 115–124). IEEE. https://doi.org/10.24251/hicss.2019.015
Munnukka, J., Talvitie-Lamberg, K., & Maity, D. (2022). Anthropomorphism and social presence in human–virtual service assistant interactions: The role of dialog length and attitudes. Computers in Human Behavior, 135, 107343. https://doi.org/10.1016/j.chb.2022.107343
Nass, C., & Moon, Y. (2000). Machines and mindlessness: Social responses to computers. Journal of Social Issues, 56(1), 81–103. https://doi.org/10.1111/0022-4537.00153
Nicolescu, L., & Tudorache, M. T. (2022). Human-computer interaction in customer service: The experience with AI chatbots: A systematic literature review. Electronics, 11(10), 1579. https://doi.org/10.3390/electronics11101579
Noor, N., Rao Hill, S., & Troshani, I. (2021). Recasting service quality for AI-based service. Australasian Marketing Journal, 30(4), 355–366. https://doi.org/10.1177/18393349211005056
Peeters, A., & Haselager, P. (2021). Designing virtuous sex robots. International Journal of Social Robotics, 13(1), 55–66. https://doi.org/10.1007/s12369-019-00592-1
Qi, T., Liu, H., & Huang, Z. (2025). An assistant or a friend? The role of parasocial relationship in human–computer interaction. Computers in Human Behavior, 167, 108625. https://doi.org/10.1016/j.chb.2025.108625
Qiu, L., & Benbasat, I. (2009). Evaluating anthropomorphic product recommendation agents: A social relationship perspective to designing information systems. Journal of Management Information Systems, 25(4), 145–182. https://doi.org/10.2753/MIS0742-1222250405
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155–180. https://doi.org/10.1111/j.1468-2958.1985.tb00071.x
Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology. In The Handbook of the Psychology of Communication Technology (pp. 47–86). Wiley. https://doi.org/10.1002/9781118426456.ch3
Tsai, W.-H. S., Liu, Y., & Chuan, C.-H. (2021). How chatbots' social presence communication enhances consumer engagement: The mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing, 15(3), 460–482. https://doi.org/10.1108/JRIM-12-2019-0200
Troshani, I., Rao Hill, S., Sherman, C., & Arthur, D. (2021). Do We Trust in AI? Role of Anthropomorphism and Intelligence. Journal of Computer Information Systems, 61(5), 481-491. https://doi.org/10.1080/08874417.2020.1788473
van Tonder, E., Saunders, S. G., Lisita, I. T., & de Beer, L. T. (2018). The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model. Journal of Retailing and Consumer Services, 45, 92–102. https://doi.org/10.1016/j.jretconser.2018.08.011
Verhagen, T., van Nes, J., Feldberg, F., & van Dolen, W. (2014). Virtual customer service agents: Using social presence and personalization to shape online service encounters. Journal of Computer-Mediated Communication, 19(3), 529–545. https://doi.org/10.1111/jcc4.12066
Weng, Z., Chen, X., Zhang, X., & Zhang, J. (2025). Social presence oriented toward new human–machine relationships. Advances in Psychological Science, 33(1), 146–162. https://doi.org/10.3724/SP.J.1042.2025.0146
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: Service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
Wu, S.-H., Huang, S. C.-T., Tsai, C.-Y. D., & Lin, P.-Y. (2017). Customer citizenship behavior on social networking sites: The role of relationship quality, identification, and service attributes. Internet Research, 27(2), 428–448. https://doi.org/10.1108/intr-12-2015-0331
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Zhang, K., Xie, Y., Chen, D., Ji, Z., & Wang, J. (2025). Effects of attractions and social attributes on people’s usage intention and media dependence towards chatbot: The mediating role of parasocial interaction and emotional support. BMC Psychology, 13(1), 986. https://doi.org/10.1186/s40359-025-03284-w
Amazon Web Services. (2025, September 18). Unlocking Vietnam’s AI potential: Research shows AI adoption growth in Vietnam [Press release]. https://press.aboutamazon.com/sg/aws/2025/9/new-aws-research-shows-strong-aws-ai-adoption-momentum-in-vietnam
Bartneck, C., Kulić, D., Croft, E., & Zoghbi, S. (2009). Measurement instruments for the anthropomorphism, animacy, likeability, perceived intelligence, and perceived safety of robots. International Journal of Social Robotics, 1(1), 71–81. https://doi.org/10.1007/s12369-008-0001-3
Bock, D. E., Wolter, J. S., & Ferrell, O. (2020). Artificial intelligence: Disrupting what we know about services. Journal of Service Marketing, 34(3), 317–334. https://doi.org/10.1108/JSM-01-2019-0047
Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29–51. https://doi.org/10.1016/0167-8116(95)00027-5
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Dinh, C.-M., & Park, S. (2023). How to increase consumer intention to use chatbots? The mediating role of social presence. Electronic Commerce Research, 24(4), 2427–2467. https://doi.org/10.1007/s10660-022-09662-5
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Festinger, L. (1957). A theory of cognitive dissonance. Row, Peterson.
Fetscherin, M. (2014). What type of relationship do we have with loved brands? Journal of Consumer Marketing, 31(6/7), 430–440. https://doi.org/10.1108/JCM-05-2014-0969
Gong, T., & Yi, Y. (2021). A review of customer citizenship behaviors in the service context. The Service Industries Journal, 41(3–4), 169–199. https://doi.org/10.1080/02642069.2019.1680641
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375
Han, S., & Yang, H. (2018). Understanding adoption of intelligent personal assistants: A parasocial relationship perspective. Industrial Management & Data Systems, 118(3), 618–636. https://doi.org/10.1108/IMDS-05-2017-0214
Hamari, J. (2015). Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment. International Journal of Information Management, 35(3), 299–308. https://doi.org/10.1016/j.ijinfomgt.2015.01.007
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2011). Multivariate data analysis (7th ed.). Pearson.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hartmann, T., Stuke, D., & Daschmann, G. (2008). Positive parasocial relationships with drivers affect suspense in racing sport spectators. Journal of Media Psychology: Theories, Methods, and Applications, 20(1), 24–34. https://doi.org/10.1027/1864-1105.20.1.24
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Huang, M.-H., & Rust, R. T. (2020). Engaged to a robot? The role of AI in service. Journal of Service Research, 24(1), 30–41. https://doi.org/10.1177/1094670520902266
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Konok, V., Korcsok, B., Miklósi, Á., & Gácsi, M. (2018). Should we love robots? The most liked qualities of companion dogs and how they can be implemented in social robots. Computers in Human Behavior, 80, 132–142. https://doi.org/10.1016/j.chb.2017.11.002
Klein, S. H. (2025). The effects of human-like social cues on social responses towards text-based conversational agents: A meta-analysis. Humanities and Social Sciences Communications, 12, 1322. https://doi.org/10.1057/s41599-025-05618-w
Li, Q., Luximon, Y., & Zhang, J. (2023). The influence of anthropomorphic cues on patients’ perceived anthropomorphism, social presence, trust building, and acceptance of health care conversational agents: Within-subject web-based experiment. Journal of Medical Internet Research, 25, e44479. https://doi.org/10.2196/44479
Liu, S., Lee, J.-Y., Cheon, Y., & Wang, M. (2023). A study of the interaction between user psychology and perceived value of AI voice assistants. Sustainability, 15(14), 11396. https://doi.org/10.3390/su151411396
Liu, W., Jiang, M., Li, W., & Mou, J. (2024). How does the anthropomorphism of AI chatbots facilitate users’ reuse intention in online health consultation services? The moderating role of disease severity. Technological Forecasting and Social Change, 203, 123407. https://doi.org/10.1016/j.techfore.2024.123407
McLean, G., Osei-Frimpong, K., & Barhorst, J. (2021). Alexa, do voice assistants influence consumer brand engagement? Examining the role of AI-powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 124, 312–328. https://doi.org/10.1016/j.jbusres.2020.11.045
Moussawi, S., & Koufaris, M. (2019). Perceived intelligence and perceived anthropomorphism of personal intelligent agents: Scale development and validation. In Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 115–124). IEEE. https://doi.org/10.24251/hicss.2019.015
Munnukka, J., Talvitie-Lamberg, K., & Maity, D. (2022). Anthropomorphism and social presence in human–virtual service assistant interactions: The role of dialog length and attitudes. Computers in Human Behavior, 135, 107343. https://doi.org/10.1016/j.chb.2022.107343
Nass, C., & Moon, Y. (2000). Machines and mindlessness: Social responses to computers. Journal of Social Issues, 56(1), 81–103. https://doi.org/10.1111/0022-4537.00153
Nicolescu, L., & Tudorache, M. T. (2022). Human-computer interaction in customer service: The experience with AI chatbots: A systematic literature review. Electronics, 11(10), 1579. https://doi.org/10.3390/electronics11101579
Noor, N., Rao Hill, S., & Troshani, I. (2021). Recasting service quality for AI-based service. Australasian Marketing Journal, 30(4), 355–366. https://doi.org/10.1177/18393349211005056
Peeters, A., & Haselager, P. (2021). Designing virtuous sex robots. International Journal of Social Robotics, 13(1), 55–66. https://doi.org/10.1007/s12369-019-00592-1
Qi, T., Liu, H., & Huang, Z. (2025). An assistant or a friend? The role of parasocial relationship in human–computer interaction. Computers in Human Behavior, 167, 108625. https://doi.org/10.1016/j.chb.2025.108625
Qiu, L., & Benbasat, I. (2009). Evaluating anthropomorphic product recommendation agents: A social relationship perspective to designing information systems. Journal of Management Information Systems, 25(4), 145–182. https://doi.org/10.2753/MIS0742-1222250405
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155–180. https://doi.org/10.1111/j.1468-2958.1985.tb00071.x
Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology. In The Handbook of the Psychology of Communication Technology (pp. 47–86). Wiley. https://doi.org/10.1002/9781118426456.ch3
Tsai, W.-H. S., Liu, Y., & Chuan, C.-H. (2021). How chatbots' social presence communication enhances consumer engagement: The mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing, 15(3), 460–482. https://doi.org/10.1108/JRIM-12-2019-0200
Troshani, I., Rao Hill, S., Sherman, C., & Arthur, D. (2021). Do We Trust in AI? Role of Anthropomorphism and Intelligence. Journal of Computer Information Systems, 61(5), 481-491. https://doi.org/10.1080/08874417.2020.1788473
van Tonder, E., Saunders, S. G., Lisita, I. T., & de Beer, L. T. (2018). The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model. Journal of Retailing and Consumer Services, 45, 92–102. https://doi.org/10.1016/j.jretconser.2018.08.011
Verhagen, T., van Nes, J., Feldberg, F., & van Dolen, W. (2014). Virtual customer service agents: Using social presence and personalization to shape online service encounters. Journal of Computer-Mediated Communication, 19(3), 529–545. https://doi.org/10.1111/jcc4.12066
Weng, Z., Chen, X., Zhang, X., & Zhang, J. (2025). Social presence oriented toward new human–machine relationships. Advances in Psychological Science, 33(1), 146–162. https://doi.org/10.3724/SP.J.1042.2025.0146
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: Service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
Wu, S.-H., Huang, S. C.-T., Tsai, C.-Y. D., & Lin, P.-Y. (2017). Customer citizenship behavior on social networking sites: The role of relationship quality, identification, and service attributes. Internet Research, 27(2), 428–448. https://doi.org/10.1108/intr-12-2015-0331
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Zhang, K., Xie, Y., Chen, D., Ji, Z., & Wang, J. (2025). Effects of attractions and social attributes on people’s usage intention and media dependence towards chatbot: The mediating role of parasocial interaction and emotional support. BMC Psychology, 13(1), 986. https://doi.org/10.1186/s40359-025-03284-w
Trích dẫn bài báo
Mai, P. T. N. (2026). Tính nhân hóa và sự thích thú trong tương tác với AISA: Động lực hình thành mối quan hệ xã hội một chiều và hệ quả đối với hành vi công dân của khách hàng. Tạp chí Nghiên cứu Tài chính - Marketing, 17(3), 58-72. https://doi.org/10.52932/jfmr.v17i3.1200
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