The Influence Of Agent’s Role And Intimacy On User Behavior And Perception In Knowledge Diffusion

As the concept of META exploded and the application of agents such as ChatGPT gradually spread to the field of knowledge diffusion,both enterprises and scholars are becoming more and more interested in the interaction between agents and users.Although the application of agents in knowledge diffusion can help users improve decision-making efficiency,most agents are still full of mechanical sense and lack of sociality and human touch,which greatly affects the effect of knowledge diffusion and users’ perception experience.Constructing the social role and intimate behavior of the agent is an effective means to engender the sociality of the agent,which can improve the user’s positive evaluation of the agent.However,how to design the social role of the agent and whether it is necessary to match the intimate behavior with its role are all important problems that need to be solved urgently for the agent in the knowledge diffusion scenario.Based on the above background and the CASA theory,combined with the knowledge diffusion scenario,this paper adopts the experimental method to manipulate and design the role and intimate behavior of the agent,forming an intergroup and intra-group mixed experiment with 2 roles(professor,friend)and 2 behaviors(intimate and non-intimate).The influence of the agent’s social role and intimate behavior on the user’s behavior and subjective perception in the knowledge diffusion scenario is explored.It is found that both the role and the intimacy of the agent have a significant impact on the subjective perception of the user,and are moderated by the power distance and the experience of the user respectively,but there is no interaction between the role and the intimacy.The conclusions of this study enrich the research conclusions of CASA paradigm and matching hypothesis,prove that users will apply the stereotypes and interaction rules in interpersonal interaction to the interaction with agents,provide an answer to the question of whether the role and intimacy need to match,and also provide a reference for the research,development,design and marketing of agents.When designing products,enterprises can conform to the stereotype of roles,appropriately increase intimate design,carry out hierarchical design for users and realize fine management to achieve the best service effect.