인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
Smart voice assistants have increasingly integrated humor into their interactions with consumers. However, as these technologies become more human-like, concerns regarding the moral quality of their humor emerge, given that inappropriate humor can demean others and lead to perceptions of low morality.
This study defines consumers' moral judgment of smart voice assistants' behavior as perceived morality and investigates how different humor styles influence this perception. We conducted a survey with users, categorizing smart voice assistants into five distinct humor styles and randomly assigning one style to each participant. The results indicated that affiliative humor, self-enhancing humor, and self-defeating humor positively influenced consumer attitudes and perceived morality, while aggressive humor yielded a negative effect. Additionally, we found that the influence of humor styles on consumer attitudes can be mediated by perceived morality. Implicit theory significantly moderates the effects of affiliative and aggressive humor on perceived morality and attitudes. Incremental theorists demonstrated that stronger affiliative humor correlated with higher perceived morality and more favorable attitudes, whereas entity theorists noted that stronger aggressive humor was associated with lower perceived morality and less favorable attitudes.
This study provides a theoretical foundation for understanding the effective use of humor in smart voice assistants and offers practical guidelines for developers and marketers regarding the careful and appropriate application of humor based on consumer characteristics.
This study defines consumers' moral judgment of smart voice assistants' behavior as perceived morality and investigates how different humor styles influence this perception. We conducted a survey with users, categorizing smart voice assistants into five distinct humor styles and randomly assigning one style to each participant. The results indicated that affiliative humor, self-enhancing humor, and self-defeating humor positively influenced consumer attitudes and perceived morality, while aggressive humor yielded a negative effect. Additionally, we found that the influence of humor styles on consumer attitudes can be mediated by perceived morality. Implicit theory significantly moderates the effects of affiliative and aggressive humor on perceived morality and attitudes. Incremental theorists demonstrated that stronger affiliative humor correlated with higher perceived morality and more favorable attitudes, whereas entity theorists noted that stronger aggressive humor was associated with lower perceived morality and less favorable attitudes.
This study provides a theoretical foundation for understanding the effective use of humor in smart voice assistants and offers practical guidelines for developers and marketers regarding the careful and appropriate application of humor based on consumer characteristics.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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