Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships

ZHONG Dingjing, WU Feng, QIU Rui

Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (2) : 49-71.

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Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (2) : 49-71.
Research Articles

Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships

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Abstract

The rapid development of artificial intelligence technology has led to significant advancements in human-computer interaction. However, the resulting confusion regarding self-identity and the emerging crisis of human-computer trust warrant closer attention in theoretical research. The emergence of AI anchors has not only driven profound changes in the intelligence transformation of the online live-streaming industry but also presents significant opportunities and challenges for reshaping media trust and constructing new forms of human-computer trust relationship. This study employs social trust theory as the foundation and media equation theory as the research perspective. Utilizing survey data and structural equation modeling, it examines the mediality of AI anchors and reveals the path and mechanisms of human-computer trust construction under the iterative development of artificial intelligence technology. The study found that anthropomorphic and intelligent mediality presentations directly impact the formation of human-computer trust in AI anchors; mediality also indirectly affects the human-computer trust relationship through the mediator variable of perceived value; technology self-efficacy plays a moderating role in the relationship between mediality and the trust formation, and individuals with higher levels of technology self-efficacy being more likely to develop trust in AI anchors during interactions. The innovative ideas put forward in the study can promote the construction of a new human-computer relationship with the core concept of “intelligence for good, technology for humans”, and thus improve the social trust system in the context of new technologies.

Key words

AI anchors / mediality / perceived value / human-computer trust / media equation

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ZHONG Dingjing , WU Feng , QIU Rui. Anthropomorphism and Intelligence: An Empirical Study of AI Anchor Mediality and the Construction of Human-Computer Trust Relationships[J]. Chinese Journal of Journalism & Communication. 2025, 47(2): 49-71

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Footnotes

1. 背景性“脱节”:本文指随着人工智能技术的发展和应用,传统社会信任的基础和背景发生了显著的改变或断裂,这种改变导致了信任关系在多个维度上的不确定性增加和复杂性提升。

2. 参见艾媒咨询(2023年3月30日)。艾媒咨询|2023年中国虚拟主播行业研究报告。 https://www.iimedia.cn/c400/92519.html。

3. “塔西佗陷阱”:《塔西佗历史》中评价一位罗马皇帝时说:“一旦皇帝成了人们憎恨的对象,他做的好事和坏事就同样会引起人们对他的厌恶。”这一概念被引申为,当某一组织或机构失去公信力时,无论说真话还是假话,做好事还是坏事,都会被认为是说假话、做坏事。

Funding

National Social Science Foundation “Research on the Path and Efficacy of Network Literacy Enhancement for Leading Cadres in the New Development Stage”(21BDJ053)
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