AI聊天机器人在乡村体育旅游中的价值共创机制——基于技术准备度与运动目标的调节中介分析-《体育科学研究》

文章信息/Info

Title:: How AI Chatbots Co-Create Value in Rural Sport Tourism:A Moderated Mediation Model of Technology Readiness and Sport Participation Goals

Author(s):: LIN Zixiao1; XIE Luxi2; (1.School of Business Administration,Jimei University,Xiamen 361021,China;2.Human Resources Office,Jimei University,Xiamen 361021,China)

Keywords:: AI chatbot; rural sport tourism; perceived value; technology readiness; value co-creation

摘要:: 基于服务主导逻辑与权变理论，构建“条件性价值共创模型”，并以乡村体育旅游为场景进行了实证检验。在福建省3个国家级体育旅游示范基地开展随机实地实验（AI服务组120人，人工服务对照组115人），采用PROCESS宏程序（Model 14，Bootstrap=10 000次）进行有调节的中介分析。结果表明：感知价值在AI服务与重游意愿间起完全中介作用；高技术准备度游客的中介效应显著强于低技术准备度游客；技能学习型与康养恢复型游客的中介效应显著强于休闲健身型游客。研究证实:AI聊天机器人通过提高功能价值与认知价值增强重游意愿，且该机制受技术准备度与运动参与目标的双重调节，揭示了价值共创的条件性——只有当用户的心理准备、消费目标与技术特征匹配时，价值才能被有效感知。

Abstract:: Drawing on servicedominant logic and contingency theory,this study develops a “conditional value co-creation model” and empirically tests it in the context of rural sport tourism.A randomized field experiment was conducted in three national-level rural sport tourism demonstration bases in Fujian Province,China (AI service group,n=120;human service control group,n=115).Moderated mediation analysis was performed using PROCESS macro (Model 14,Bootstrap=10,000 resamples).The results show that perceived value fully mediates the relationship between AI chatbot service and revisit intention.The indirect effect is significantly stronger for tourists with high technology readiness than for those with low technology readiness.Skill-learning and wellness-oriented tourists also exhibit stronger indirect effects compared to leisure-oriented tourists.The findings indicate that AI chatbots enhance revisit intention in rural sport tourism by improving functional and epistemic value,and this mechanism is jointly moderated by technology readiness and sport participation goals.This validates the conditional nature of value co-creation:value is effectively perceived only when users’ psychological readiness and consumption goals align with technological features.