摘要：随着人工智能技术在消费场景中的广泛应用，企业普遍采用拟人化策略以优化用户体验并影响消费者决策。然而，现有研究关于人工智能拟人化类型(形式与行为)对消费者态度的影响存在显著分歧，缺乏系统性的整合结论。为厘清形式拟人化与行为拟人化的差异化效应及其边界条件，本研究采用元分析方法，对国内外45项实证研究、72个独立样本(总样本量N=35071)所报告的196个效应值进行量化综合，旨在揭示两类拟人化对消费者态度影响的异质性，并考察人工智能形态(实体vs.虚拟)与文化背景(东方vs.西方)的调节作用。分析结果表明：(1)形式拟人化与行为拟人化对消费者态度的影响路径存在显著差异。形式拟人化(如外观等视觉特征)在激发消费者积极情绪与提升感知价值方面更为有效；行为拟人化(如语言风格等交互特征)则在增强消费者认知态度(如感知温暖、信任、互动意愿)与行为倾向(如使用意愿、满意度)方面表现更为突出。(2)人工智能的物理形态调节拟人化效应，在虚拟形态下，形式拟人化更易引发积极情绪与自主感知。(3)文化背景具有重要调节作用，东方文化背景下，消费者对行为拟人化的态度与行为接纳更强；西方文化背景下，形式拟人化引发更积极的情感与认知态度。基于上述结论，本研究提出以下管理启示：企业应实施“场景适配”的拟人化策略；在开发虚拟与实体人工智能时，应分别侧重形式创意与行为自然性；跨国企业需依据文化差异进行拟人化本地化优化。未来研究可进一步拓展拟人化前因变量及其对消费者实际行为的长期影响，以完善人工智能拟人化的理论体系与实践指导。 

Abstract: With the widespread application of artificial intelligence(AI) technology in consumption contexts, an increasing number of companies are adopting AI anthropomorphism as a communication strategy to influence consumer attitudes and behaviors. This study addresses the notable discrepancies observed in existing research on AI anthropomorphism by conducting a meta-analysis of 45 studies, 72 samples, and 196 effect sizes. By categorizing specific anthropomorphic features, the study explores the heterogeneity in the effects of different types of AI anthropomorphism(form-based and behavior-based) on consumer attitudes. The results reveal that form-based anthropomorphism is more effective in eliciting positive emotions from consumers, while behavior-based anthropomorphism exerts a stronger influence on consumer perceptions and behavioral tendencies. Moreover, these effects are moderated by contextual variables such as AI embodiment and cultural background. Finally, the study discusses the implications of the findings and offers recommendations for management practices and future research directions.