フクダ　ミナ   MINA FUKUDA   福田　実奈    所属   京都外国語大学  国際貢献学部 グローバル観光学科    職種   講師
発表年月日	2025/09
発表テーマ	Exploring the Effect of Tone Personalization in Sake Video Promotions Utilizing Chats with Robots.
会議名	The International Conference of Serviceology (ICServ) 2025
学会区分	国際学会
発表形式	口頭（一般）
単独共同区分	共同
国名	スウェーデン
開催地名	Stockholm School of Economics
発表者・共同発表者	○Hisashi Masuda, Kanae Kochigami, Yin Jou Huang, Mina Fukuda, Hiroaki Negoro, Ide Kentaro & Keiko Shimotsuma
概要	Introduction In the field of marketing, artificial intelligence (AI) continues to transform interactions between companies and customers (Liu-Thompkins, 2022). In order for robots to function as social agents within society, modeling empathy is essential among the various emotional functions (Asada, 2015, etc.). In the field of marketing, artificial empathy has been proposed as a concept referring to the empathetic behavior of artificial entities, based on the notion of robot empathy in human-robot interaction (HRI) (Liu-Thompkins, Okazaki, and Li, 2022). However, the marketing effects based on sociality and value co-creation in service encounters between artificial entities (such as robots) and humans have not been sufficiently examined. Purpose/Objective The purpose of this study is to examine the impact on marketing effectiveness of utilizing robots that directly engage in chats with viewers as information providers in video promotions, along with tone personalization by generative AI. Methods Based on extant literature, this study tests hypotheses within a persuasion-focused research model of promotion by conducting an experiment that controls for the presence or absence of a robot as the presenter and the presence or absence of tone personalization. Data were collected from students at Kyoto University of Foreign Studies in January 2025 (n=53). Results When a robot with tone personalization is used as the presenter, entertainment value may have positively influenced trustworthiness, which in turn may have had a positive effect on purchase intention. On the other hand, using a robot as the presenter without tone personalization may not lead to a positive effect on purchase intention. Conclusion When using a robot that directly converses with customers as the presenter in video promotions, implementing tone personalization that aligns with customer preferences may enhance its persuasiveness, thereby increasing marketing effectiveness. Advancing such research may enable the design of higher value-added experiences through service encounters involving direct interaction between empathetic robots and humans.