论文总字数：19245字

摘 要

人工智能（Artificial Intelligence）它如同空气一样弥漫在我们生活的方方面面，几乎无处不在。1956年，“人工智能”这一专业术语被提出之后，人工智能的发展已引起了国内外社会的普遍关注。从政府，企业，科研院所到社会公众，无不在提及和讨论人工智能。国外发达国家相继制定了AI发展规划，为了推进人工智能发展的步伐，我国政府也推出了《新一代人工智能发展规划》，以此来支持人工智能的相关研究，保证我国人工智能的研究不落后于发达国家。在长期的历史进程中，人工智能历经坎坷和曲折。尽管真正的“人工智能”并没有实现，但是当前的人工智能研究成果，如语音识别、机器翻译、应用了人工智能技术的搜索引擎等，为社会公众的生活带来了极大便利。人工智能可以追踪消费者的搜索记录、浏览记录、购买记录、购物车、收藏、评论以及页面停留时间、个人详细信息等大量数据，对数据进行搜集、整理、分析。 人工智能依赖数据、架构、算法，人机交互等，使用机器学习模型，结合自身的知识库，挖掘商品间的关系，按照用户场景，通过特征计算，迅速发现消费者的需求， 向用户精确地推送能满足消费者个性化需求的产品或服务信息，提高了消费者的购物体验和忠诚度，提高消费者购买决策的质量和效率。人工智能优化社会营销数据收集和处理方式，能够提供个性化的社会营销策略，大大提高了营销工作的效率，也优化了用户的使用效果，降低成本的同时也增加了准确性。随着人们购物的方式发生的变化，人们在日常的支付方式也随之而改变了。由初始的现金支付，变成了现在方便又快捷的扫码付款，这样的支付方式的出现为大家的生活带来了更好的便捷。随着深度学习人脸识别技术的提高，人脸识别支付已经慢慢地向社会普及。智能客服的出现，大幅度提高了客服服务的工作效率并且改善了消费者的购买体验。人工智能背景下，消费者的各种行为被转化成数据，成为企业发展的重要资源之一，与此同时，隐私安全问题毋庸置疑是人工智能发展亟待解决的一项难题。

本文从经济学的角度，采用实证研究方法，根据国内外研究现状，对人工智能的定义、发展历程、应用、带来的挑战、未来发展趋势和消费者行为相关理论有一个清晰的认识，提出研究假设，通过调查问卷的方式，收集信息，利用spss和excel对收集到的数据进行描述性分析、信度和效度分析等，以便验证研究假设；最后，针对本次实证研究发现的问题，提出人工智能应用的改善意见和建议。

关键词：人工智能；消费者行为；影响；实证

Empirical Study on the Impact of Artificial Intelligence on Consumer Behavior

Abstract

Artificial Intelligence is as pervasive as air in all aspects of our lives, almost everywhere. Since the term "artificial intelligence" was put forward in 1956, the development of artificial intelligence has attracted widespread attention at home and abroad. From the government, enterprises, scientific research institutes to the public, there is no exception to mention and discuss artificial intelligence. In order to promote the pace of AI development, our government has also launched the "New Generation of AI Development Plan" to support the relevant research of AI and ensure that the research of AI in our country is not lagging behind the developed countries. In the long process of history, AI has experienced ups and downs. Although the real "artificial intelligence" has not been realized, the current research results of artificial intelligence, such as speech recognition, machine translation, search engines using artificial intelligence technology, have brought great convenience to the life of the public. Artificial intelligence can track a large number of data, such as search records, browsing records, purchase records, shopping carts, collections, reviews, page stay time, personal details and so on, and collect, collate and analyze the data. Artificial intelligence relies on data, architecture, algorithm, human-computer interaction, etc. It uses machine learning model, combines its own knowledge base, excavates the relationship between commodities, discovers consumers" needs quickly according to user scenarios and calculates features, and precisely pushes products or service information that can satisfy consumers" personalized needs to users, thus improving consumers" shopping experience and loyalty. To improve the quality and efficiency of consumer purchasing decisions. Artificial intelligence optimization of social marketing data collection and processing methods can provide personalized social marketing strategies, greatly improve the efficiency of marketing work, also optimize the user"s use effect, reduce costs, but also increase accuracy. With the change of the way people shop, the way people pay in their daily life also changes. From the initial cash payment, to now convenient and fast sweep-code payment, the emergence of such payment methods for everyone"s life has brought better convenience. With the improvement of in-depth learning face recognition technology, face recognition payment has been gradually popularized in society. The emergence of intelligent customer service has greatly improved the work efficiency of customer service and improved the purchase experience of consumers. In the context of artificial intelligence, consumer behavior is transformed into data, which becomes one of the important resources for enterprise development. At the same time, privacy security is undoubtedly a difficult problem to be solved urgently in the development of artificial intelligence.

From the point of view of economics, this paper adopts empirical research method and according to the current research situation at home and abroad, has a clear understanding of the definition, development process, application, challenges, future development trend and consumer behavior theory of AI, puts forward research hypothesis, collects information through questionnaire, and describes the collected data by SPSS and excel. Analysis, reliability and validity analysis, etc., in order to verify the research hypothesis. Finally, in view of the problems found in this empirical study, put forward suggestions for improving the application of artificial intelligence.

Keywords: artificial intelligence; consumer behavior; impact; empirical research

目 录

摘 要 I

Abstract II

目 录 III

第一章 绪论 2

1.1研究背景与意义 2

1.1.1 研究背景 2

1.1.2研究意义 2

1.2 国内外研究现状 3

1.2.1 国外研究现状 3

1.2.2 国内研究现状 4

1.3研究内容与方法 5

1.3.1 研究内容 5

1.3.2 研究方法 6

第二章 相关理论基础 7

2.1 人工智能理论基础 7

2.1.1 关于人工智能认识的四个级别 7

1.把单纯的控制程序称作人工智能。 7

2.传统人工智能。 7

3.引入机器学习的人工智能。 7

4.引入深度学习的人工智能。 7

2.2 消费者行为理论基础 8

2.2.1 消费需要 8

2.2.2 购买动机 8

2.2.3 消费者行为 8

2.2.4 需要、动机和行为的关系 8

第三章 研究设计 9

3.1 研究假设 9

3.2 调研设计 9

3.2.1 问卷结构 9

3.1.2 问卷样本的选取 11

3.1.3 调查问卷的发放与数据收集 11

第四章 数据分析 11

4.1 分析方法 11

4.2 实证分析 12

4.1.1 描述性分析 12

4.1.2 信度分析 13

4.1.3 效度分析 13

4.3 假设验证 14

第五章 结论与建议 19

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