Research on the Influence of Humor Response in the Context of Artificial Intelligence Service Failure: Moderating Effect Based on User Humor

With the development of high and new technology, artificial intelligence technology has been widely used in all walks of life. However, limited by the technical development level and the complexity of the service environment, the failure of artificial intelligence robots is inevitable. How to make an effective remedy has become the focus of attention of enterprises and academia. Based on cognitive-affective system theory of personality, benign violation theory and personality trait congruence theory, this paper conducts three situational experiments. This paper explores the relationship between artificial intelligence humor response, perceived sincerity and user forgiveness in the context of artificial intelligence service failure, and discusses the moderating effect of user humor degree. It is found that artificial intelligence humor response has a positive effect on user forgiveness in the context of service failure, and perceived sincerity plays a part of mediating role. In addition, for users with different degrees of humor, the same humorous reply will cause users to perceive different sincerity, and then lead to different users' forgiveness. This study complements the research on consumer psychology and behavior theory and remedy strategies in the context of service failure by artificial intelligence robots. At the same time, it provides a reference for enterprises how to dynamically adjust the artificial intelligence humor response level according to the user portrait, and further provides practical enlightenment for enterprises to implement effective remedy strategies.