The Influence Of Different Accompanying Motivations On The Choice Preference Of Tangible Robots-the Moderate Of Self-concept Clarity

In 2021,the global robot market is expected to reach US $33.58 billion,with an average growth rate of about 11.5% from 2016 to 2021.Among them,companion robots account for about 38%,and will usher in rapid growth.There are two main forms of companion robots: tangible robots and intangible robots.In the face of increasingly diversified company demands and a gradually mature market,the division and accurate positioning of audience types of company robots are the key basis for product design and marketing strategy designation.Therefore,starting with the causes of consumer companionship motivation,this paper studies the influence intensity and influencing factors of different types of companionship on the choice preference of tangible robots,so as to provide reasonable suggestions for the industry and academia to solve the social problems caused by the lack of companionship and product design.Specifically,companionship motivation is often included in the research as a single dimension,which ignores the possibility that the dimension of companionship motivation will have different effects on consumers’ choice preferences.Based on the root causes of companionship motivation and the lack of social relations,this paper divides companionship motivation into safe companionship and exploratory companionship,Safe companionship is caused by lack of supportive emotion;Exploratory companionship is caused by lack of sense of belonging;Therefore,compared with exploratory companionship,safe companionship needs more emotional support and has a higher preference for tangible robots.Although the influence of motivation on choice preference tends to be stable,it will still be affected by consumers’ clarity of self needs and concepts.Self clarity is introduced as an adjusting variable.Specifically,in the case of self absence,the preference of safe companionship becomes stronger than that of exploratory companionship.In the case of self clarity,there is no significant difference between safe companionship and exploratory companionship in choosing tangible robots.In terms of research methods,this paper adopts the classic 2x2 inter group situational experiment method.96 subjects are randomly divided into two groups for stimulation of safe companionship and exploratory companionship.After the manipulation test,they are randomly divided into two groups for clear self and missing self stimulation,and then measure their preference for tangible robots.In terms of verification methods,Choose ANOVA two factor analysis of variance,the results show that safe companionship is more willing to choose tangible robots than exploratory companionship,and the lack of self will strengthen this choice preference;On the contrary,in the clear self,there is no obvious difference in the choice preference of tangible robots.In terms of theoretical contribution,this paper creatively introduces the two dimensions of companionship motivation,enriches the literature of companionship motivation in the field of consumer behavior,makes a certain theoretical contribution to the interdisciplinary field of human-computer interaction and consumer behavior,and clarifies the audience characteristics of tangible robots and other types of robots in practice,It provides reasonable suggestions for product design and development,indirectly,and also provides reference solutions and suggestions for social problems caused by lack of companionship,so as to promote the balanced development of social ecology...