数智服务的信任赤字:生成机制与演化路径
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上海交通大学 安泰经济与管理学院

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国家自然科学基金项目(面上项目,重点项目,重大项目)


Trust Deficits in Intelligent Digital Services: Generative Mechanisms and Evolutionary Pathways
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Antai College of Economics and Management, Shanghai Jiao Tong University

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The National Natural Science Foundation of China (General Program, Key Program, Major Research Plan)

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    摘要:

    数智服务是数字化与智能化技术深度融合赋能服务业而形成的新型服务,提升服务效率与个性化水平的同时,也引发了用户信任危机。本文将“信任赤字”的概念引入数智服务领域,用以刻画人智信任失位所引发的服务信任水平持续低于信任预期的情景。信任赤字是制约数智服务效能的关键,但基于人际信任或技术信任的单一框架,难以解释其复杂的动态特征。本文聚焦数智服务中信任赤字的多维度结构与交互关系,构建了包含能力、善意、诚实与可控性的四维信任赤字模型,揭示了信任赤字跨周期增强、多维度耦合与异质性衰减的演化路径,并探究了数智服务类型、服务场景风险和用户数智素养对信任赤字的影响机制。研究结果表明:服务失败后,工具型和共情型数智服务在主导赤字维度与演化路径上存在显著差异;服务场景风险显著放大信任赤字的增长速度,重构信任赤字的演化过程;用户的数智素养能有效缓解信任赤字的增长趋势,甚至使信任赤字在多轮服务交互中逐步消失。本文拓展了数智服务信任赤字的外延,并为其治理策略的制定提供理论依据。

    Abstract:

    Intelligent digital services, arising from the deep integration of digital and intelligent technologies into the service sector, have enhanced service efficiency and personalization while simultaneously triggering a trust crisis among users. This study introduces the concept of a trust deficit into the domain of intelligent digital services to characterize situations in which displacement of human–AI trust lead to persistently lower service trust levels than expected. As a key constraint on the effectiveness of intelligent digital services, trust deficits cannot be adequately explained by single-dimensional frameworks grounded solely in interpersonal trust or technical trust. This research focuses on the multidimensional structure and interrelationships of trust deficits, proposing a four-dimensional generative model encompassing ability, benevolence, integrity, and controllability. It uncovers the evolutionary pathways of trust deficits characterized by cross-cycle amplification, multidimensional coupling, and heterogeneous decay, and examines the mechanisms through which service type, contextual risk, and users’ intelligent digital literacy influence their evolution. Scenario simulations reveal that, following service failure, tool-based and empathy-based intelligent digital services differ markedly in their dominant deficit dimensions and evolutionary trajectories; service risk significantly accelerates the growth of trust deficits and reshapes their evolutionary patterns; and higher intelligent digital literacy effectively mitigates the escalation of trust deficits, even enabling their convergence to zero over multiple service interactions. This study broadens the theoretical boundaries of trust research in the context of intelligent digital services and offers a conceptual foundation for developing strategies to manage trust deficits.

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  • 收稿日期:2025-07-31
  • 最后修改日期:2025-11-01
  • 录用日期:2025-11-13
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