پژوهش های روانشناختی در مدیریت

پژوهش های روانشناختی در مدیریت

شناسایی پیشایندها و پیامدهای هوش مصنوعی احساسی در بازاریابی هوشمند: بررسی تأثیر الگوریتم‌های پیشرفتۀ تحلیل احساسات و تنظیم صوتی بر تجربۀ خرید مصرف‌کنندگان

نوع مقاله : مقاله پژوهشی

نویسندگان
داود فیض 1
محسن آرمان 2
محمدرسول فیض 3
1 استاد، گروه مدیریت بازرگانی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. رایانامۀ نویسندۀ مسئول: Feiz1353@semnan.ac.ir
2 دانشجوی دکتری بازاریابی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. رایانامه: mohsenarman@semnan.ac.ir
3 دانشجوی دکتری بازاریابی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. Mr.feiz@semnan.ac.ir
10.22034/jom.2025.2057041.1345
چکیده
هدف پژوهش بررسی پیشایندها و پیامدهای پذیرش و اجرای هوش مصنوعی احساسی در بازاریابی هوشمند است. این مطالعه با رویکرد کیفی و با استفاده از روش تحلیل مضمون انجام شد. جامعۀ آماری شامل خبرگان حوزۀ بازاریابی و مهندسان هوش مصنوعی در شهرهای تهران و سمنان بود که از میان آن‌ها، 16 نفر به ‌صورت گلوله‌برفی انتخاب شدند و مورد مصاحبۀ نیمه‌ساختاریافته قرار گرفتند. یافته‌ها نشان داد پیشایندها شامل تحریک پذیرش اولیه و نوآوری عاطفی، پویایی‌های شناختی و انگیزشی مصرف‌کننده، دسترس‌پذیری هوشمند و تجربۀ کاربری بهینه، هویت برند هوشمند و راهبردهای نوآورانه، تأثیرات جامع اجتماعی و پویایی اقتصادی شناسایی بودند. پیامدها شامل چالش‌های فنی و عملکردی منفی، چالش‌های اخلاقی و حریم خصوصی، اثر منفی بر تجربه و تعامل مشتری، پیامدهای اقتصادی و اجتماعی منفی بود. این نتایج نشان می‌دهد هوش مصنوعی احساسی می‌تواند با تقویت تعاملات عاطفی با مصرف‌کنندگان، تجربۀ خرید را متحول کند، اما چالش‌هایی مانند نگرانی‌های حریم خصوصی و مشکلات فنی نیازمند مدیریت دقیق، تدوین سیاست‌های اخلاقی و توسعۀ راهبردهای نوآورانه برای اطمینان از پذیرش پایدار و تأثیر مثبت بر بازار هستند.
کلیدواژه‌ها
بازاریابی هوشمند
تجربۀ خرید
تنظیم صوتی
هوش مصنوعی احساسی

موضوعات

عنوان مقاله English

Identifying the Antecedents and Consequences of Emotional Artificial Intelligence in Smart Marketing: Investigating the Impact of Advanced Emotion Analysis and Voice Modulation Algorithms on Consumers' Shopping Experience

نویسندگان English

Davood Feiz 1
Mohsen Arman 2
Mohammadrasoul Feiz 3
1 Professor, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: Feiz1353@semnan.ac.ir
2 Ph.D. student in Marketing, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: mohsenarman@semnan.ac.ir
3 Ph.D. student in Marketing, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran. Email: Mr.feiz@semnan.ac.ir
چکیده English

Purpose: Affective Artificial Intelligence (Affective AI) is reshaping consumer–brand interactions by using emotion recognition and voice modulation to create personalized and empathetic experiences. While its potential for enhancing engagement and loyalty is widely acknowledged, serious concerns regarding privacy, technical limitations, and ethics remain. The purpose of this study is to identify the antecedents and consequences of adopting Affective AI in smart marketing, with an emphasis on the psychological, technological, and social mechanisms that drive consumer acceptance and the risks that may undermine its effectiveness. By exploring both positive and negative outcomes, this research addresses a critical gap in marketing literature where the emotional dimension of AI-enabled technologies has received limited attention.

کلیدواژه‌ها English

Smart marketing
shopping experience
voice modeling
emotional artificial intelligence

  1.  

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پژوهش های روانشناختی در مدیریت
دوره 11، شماره 3
پاییز 1404
صفحه 93-122