Research On The Influence Of Human-Computer Interaction Perception On Consumer Well-Being In The Context Of New Retail

With the proposal and development of new retail,the traditional retail mode is gradually improved and innovated.The resulting new models,new systems and new forms are more and more integrated into physical retail stores and consumer experiences.Coupled with the rapid development of artificial intelligence technology and the continuous transformation of the commodity economy into a service economy,the service industry has officially opened a new era.The online services driven by it will replace or integrate traditional physical services and become the mainstream service form in many industries.Nowadays,more and more artificial intelligence technology integrates with consumers through network interaction to help the level of consumption change from the satisfaction of weight to the pursuit of quality improvement.How to deepen machine behavior and make the most of human-computer interaction to play the role of intelligent technology in the well-being of consumers is very important.Moreover,human-computer interaction service is also the key to service operation management.It is of great theoretical and practical significance to clarify the internal mechanism of human-computer interaction service and explore its relationship with autonomy and consumer well-being.Based on the new retail background,this paper constructs a model of human-computer interaction perception on consumer well-being.Among them,the dimensions of human-computer interaction perception include perceptual connectivity,conceptual personalization,perceptual control and perceptual responsiveness,and the consumer well-being consist of eudaimonia and hedonic enjoyment.On the basis of relevant theories,this paper puts forward 8 hypotheses and 22 sub-hypotheses from 6 aspects: the impact of human-computer interaction perception on consumer well-being,the impact of human-computer interaction perception on autonomy,the impact of autonomy on consumer well-being,the internal mechanism of consumer well-being,the mediating role of autonomy,and the moderating role of psychological resistance and experiential purchase.Through the online platform,379 valid questionnaires were collected from online retail users,and most of the research hypotheses were supported.As for the core concepts,the following conclusions are drawn:(1)Perceptual connectivity,conceptual personalization and perceptual responsiveness have positive effects on eudaimonia,and conceptual personalization together with perceptual responsiveness have positive impacts on hedonic enjoyment;(2)human-computer interaction dimensions positively impact autonomy;(3)autonomy influence eudaimonia and hedonic enjoyment positively;(4)eudaimonia also positively effect hedonic enjoyment;(5)autonomy partially mediate the impact of conceptual personalization and perceptual responsiveness on eudaimonia,and completely mediate the impact of conceptual connectivity on eudaimonia,it also partially mediate the influence of conceptual responsiveness on hedonic enjoyment and completely mediate the effect of conceptual personalization on hedonic enjoyment;(6)psychological resistance have some negative moderating effect between the dimensions of human-computer interaction and autonomy,and experiential purchase can positively moderating the relationship between autonomy and consumer well-being to a certain extent.Therefore,improving and optimizing the quality of human-computer interaction and system functions,improving and strengthening the autonomy of consumers,effectively reducing the psychological resistance reaction of consumers,providing a variety of experience purchase methods and promoting the acquisition of consumers' value needs are the key to ensure consumers' continuous happiness.