算得准为何留不住？AI个性化到品牌忠诚的参与路径与信任边界
Keywords:
AI驱动的个性化；品牌忠诚；消费者参与；算法信任；数字平台；PLS-SEMAbstract
在数字平台逐步成为品牌经营与消费者互动的核心场域背景下，企业对AI驱动个性化技术的持续投入并未必然带来更稳固的品牌忠诚，技术绩效与关系回报之间的错位现象日益凸显。围绕AI驱动个性化在数字平台情境下如何影响品牌忠诚这一核心问题，本文构建以消费者参与为关键中介的作用机制，并进一步引入算法信任作为重要的情境性边界条件，以解释个性化效果在不同信任水平下的差异。研究采用定量研究方法并基于成熟量表开发问卷，运用偏最小二乘结构方程模型对测量模型与结构模型进行系统检验，并在控制共同方法偏差的基础上对直接效应、中介效应与调节效应进行综合分析。研究发现，AI驱动个性化不仅能够直接促进品牌忠诚的形成，更重要的是通过激发消费者在认知、情感与行为层面的参与投入实现关系价值的沉淀，同时算法信任在价值形成的多个阶段发挥强化作用，既提升个性化向消费者参与转化的有效性，也增强消费者参与进一步塑造品牌忠诚的作用强度，并对个性化的关系回报形成关键约束与放大机制。本文的理论贡献在于将AI个性化从单纯的效率与转化工具拓展为平台情境下的关系生成机制，揭示消费者参与在技术刺激转化为忠诚结果中的核心桥梁作用，并以算法信任刻画数字平台中个性化效果的关键边界条件；在实践层面，研究为平台企业与品牌方在推进个性化系统应用时同步建设参与型互动机制与可信算法治理提供了可操作的决策依据。
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Copyright (c) 2026 淦伟翔 , 肖梦非 , 张乃千 , 岳秋荧 , 陈思昆 , 宋小琳
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