人工智能机器人因其卓越的效率被广泛应用于各个行业。本研究以角色转换理论和补偿性消费理论为基础，通过五个实验探究了人工智能机器人角色对员工自我提升类产品偏好的影响机制及边界条件。研究表明：人工智能机器人角色对员工自我提升类产品偏好的影响有显著差异，在替代角色（vs.协助角色）条件下，员工会有更高的自我提升产品偏好；在这个过程中角色模糊和自我认同威胁发挥了连续中介效应；内隐人格调节了人工智能机器人角色对员工自我提升类产品偏好的影响，相较于渐变论者，实体论者在替代角色条件下对自我提升类产品的偏好较低。本研究丰富了关于人工智能机器人角色对员工心理状态及其消费行为影响的文献，并对人工智能机器人应用企业的员工心理、职业发展管理和自我提升类产品营销具有启示作用。

Artificially intelligent robots are widely used in various industries due to their superior efficiency. Based on role transformation theory and consumption compensation logic, this thesis explores the influence mechanism and boundary conditions of AI robot roles on employees’ reference for self-improvement products through five experiments. The study shows that there is a significant difference in the effects of AI robot roles (substitute vs. assist) on employees’ self-improvement product preferences, with employees having higher self-improvement product preferences under the substitute role (vs. assist role) condition; role ambiguity and self-identity threat play a continuous mediating effect; implicit personality moderates the effects of AI robot roles on employees’ self-improvement product preferences, compared to incremental theorists, entity theorists have lower preference for self-improvement products in the alternative role condition. This thesis enriches the literature on the impact of intelligent robot roles on employees’ psychological states and their consumption behaviors, and provides practical insights into the management of employees’ mentality and the improvement of self-improvement products’ marketing performance in companies applying artificial intelligence robots.