虚拟数字人服务“效率—灵活”双元性对用户持续使用意愿的影响机制研究

摘要：

【目的】针对虚拟数字人服务的实践困境，探究效率和灵活性的最优组合以提升用户持续使用意愿，为企业优化智能服务配置提供实践参考。【方法】基于心灵知觉理论和用户的认知闭合需求，采用多项式回归与响应曲面分析方法，探讨服务“效率—灵活”双元性对持续使用意愿的非线性影响机制。【结果】虚拟数字人的低效率—高灵活双元性能够触发更高的用户持续使用意愿；感知能动性和感知感受性起到部分中介作用；认知闭合需求能够正向调节“效率—灵活”双元性对持续使用意愿的影响，负向调节低效率—高灵活组合的影响。【结论】虚拟数字人服务不必追求效率与灵活性的绝对平衡，应优先强化灵活性优势，并依据用户认知特质实施差异化策略，以更有效地提升用户留存率。

Abstract:

[Objective] To address practical challenges in virtual digital human services, this study investigates the optimal configuration of efficiency and flexibility to enhance users’ continuous usage intention, offering actionable guidelines for enterprises to optimize intelligent service deployment. [Methods] Grounded in the Mind Perception Theory and incorporating users’ need for cognitive closure, this study employs the polynomial regression and response surface analysis methods to examine the nonlinear influence mechanism of the “efficiency-flexibility” ambidexterity of virtual digital human services on users’ continuous usage intention from a dualistic perspective, and further examines the moderating effect of users’ need for cognitive closure. [Results] The findings indicate that the low-efficiency and high-flexibility ambidexterity of virtual digital humans can trigger a higher level of users’continuous usage intention; perceived agency and perceived experience partially mediate the relationship between the “efficiency-flexibility” ambidexterity of virtual digital human services and continuous usage intention; the need for cognitive closure can enhance the positive effect of “efficiency-flexibility” ambidexterity while attenuating the positive impact of low-efficiency and high-f lexibility ambidexterity. [Conclusion] Virtual digital human services need not pursue an absolute balance between efficiency and flexibility. Providers should instead prioritize flexibility advantages and implement differentiated strategies tailored to users’ cognitive traits, thereby more precisely enhancing user retention.

引用格式：邓奇，秦芳，贾梦雅. 虚拟数字人服务“效率—灵活”双元性对用户持续使用意愿的影响机制研究[J]. 标准化学报，2026(11): 30-39.

基金项目：本文受浙江省软科学研究计划项目“多元嵌入视角下小农户融入电商价值链赋能共同富裕的机制与路径研究”（项目编号：2025C35081）；浙江省哲学社会科学规划常规课题“数字乡村驱动农业农村现代化的作用机制与实现路径研究”（项目编号：24NDJC300YBM）资助。

作者简介：邓奇，硕士研究生，研究方向为人工智能服务。秦芳，硕士，副教授，硕士研究生导师，研究方向为智能商务。贾梦雅，本科，工程师，研究方向为电子商务质量管理。