Dr. Dongzhi Chen from our postdoctoral workstation received the 75th general grant from the China Postdoctoral Science Foundation in 2024

Recently, the China Postdoctoral Science Foundation announced the results of the 75th batch of general funding from the China Postdoctoral Science Fund in 2024. The topic applied by Dr. Chen Dongzhi of our institute's postdoctoral workstation is "The mechanism of the affinity between B&B AI digital human anchors and real anchors on customer reservation behavior and Optimization Research" was funded.

Topic Summary With the popularization of Internet technology, B&B live streaming has become an important way to market B&Bs, and anchors play a key role in the effectiveness of live broadcasts. Compared with traditional hotels, a unique advantage of B&Bs is that the hosts are friendly. In live broadcast marketing, the anchor's affinity is also critical, as it can create a sense of intimacy and identification among customers, stimulate positive emotions, keep attention in the live broadcast room and complete consumption conversion. With the in-depth application of artificial intelligence technology, in order to reduce the cost of live broadcast and ensure 24-hour live broadcast, more and more B&Bs use artificial intelligence digital human anchors to carry out live broadcasts. How to make these seemingly mechanized and impersonal AI anchors show the same performance as real people? The similar affinity of anchors is a practical problem that needs to be solved urgently. The project plans to construct an affinity assessment model between B&B AI anchors and real-life anchors based on multi-modal feature fusion, and explore its impact mechanism on customer booking behavior. This will help promote the development and improvement of affinity theory, expand the application of multi-modal data in the field of tourism research, and improve the quality and efficiency of the development of the homestay industry. Feed | Research Management Department

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