关键词: 政务数字人, 社会角色, 人机信任, 采纳行为, 机器学习

Abstract:

[Purpose/Significance] Under the background of digital government construction, as a new type of service subject of human-machine collaborative governance, the influence mechanism of the social role positioning of government digital humans on public adoption behavior urgently needs theoretical exploration. Most existing studies have focused on the technical level. This study, based on the perspective of social role theory, explores the influencing mechanism of different role positioning of government digital humans in government service scenarios on public adoption behavior, which is of great significance for optimizing government services and improving the intelligent level of government services. [Method/Process] An experimental research method was adopted to construct a two-factor inter-group experimental design of "social role-business type", and a simulation experiment of government service scenarios was carried out through random grouping. Based on previous studies, we defined the role positioning of "advisors" and "decision-makers" for government digital humans, and constructed experimental scenarios by combining two service scenarios of consultation and approval. The subjects were randomly grouped to complete the role cognition test and human-computer interaction tasks. Data were collected by using the research path combining situation simulation and questionnaire survey. The psychological mechanism and decision-making logic of the public's adoption behavior were analyzed through the data analysis results. [Results/Conclusions] The research findings are as follows: 1) There is a significant interaction effect between the social roles and business types of government digital humans. In approval service scenarios, the decision-maker role is more capable of promoting public adoption behavior than the advisor role; 2) Human-computer trust perception plays a crucial mediating role in the influence path of social roles on the public's adoption behavior, revealing the core value of the trust mechanism in human-computer interaction; 3) The synergy effect between role authority and task fit constitutes an important mechanism influencing public cognition. This study expands the explanatory boundary of the social role theory in the field of intelligent government services and provides theoretical support for the construction of smart government services. However, there are still certain limitations. The service scenario simulation in the experimental design is difficult to fully restore the complexity of real government services. Future research can extend the multi-dimensional role classification system and deepen the mechanism exploration by combining the mixed research method. We have verified the applicability of the theoretical model in real government service scenarios and expand the existing conclusions. In addition, exploration on the dynamic impact of long-term interaction between government digital humans and the public on behavioral evolution is also a potential research direction.

Key words: government digital human, social role, human-machine trust, adoption behavior, machine learning