基于双加工理论视角，整合社会存在理论与唤醒偏向竞争理论，采用情境实验与脑电实验相结合的方法，考察旅游聊天机器人拟人化程度对用户宽恕意愿的影响及其内在机制。研究发现：高度拟人化聊天机器人通过增强能力感知与社会存在感提升宽恕意愿；拟人化程度与服务类型对能力感知的交互效应显著，在享乐服务中，高度拟人化显著提升能力感知，在实用服务中该效应不显著；拟人化程度通过社会存在感对宽恕意愿的中介效应不受服务类型调节；脑电结果显示，低拟人化程度下注意资源分配显著更高，高拟人化程度下认知冲突显著更高，且启发式神经反应作为认知锚点偏置了后续系统性评估过程。

From the perspective of Dual-Process Theory, this study integrates Social Presence Theory and Arousal-Biased Competition Theory, and adopts a combination of scenario-based experiments and event-related potential (ERP) experiments to examine the effect of anthropomorphism level of tourism chatbots on users’ forgiveness intention and its underlying mechanism. The results show that highly anthropomorphic chatbots improve users’ forgiveness intention by enhancing perceived competence and social presence. The interaction effect between anthropomorphism level and service type on perceived competence is significant. In hedonic services, high anthropomorphism significantly improves perceived competence, while this effect is not significant in utilitarian services. The mediating effect of anthropomorphism level on forgiveness intention through social presence is not moderated by service type. ERP results show that attention resource allocation is significantly higher under the low anthropomorphism condition, cognitive conflict is significantly higher under the high anthropomorphism condition, and heuristic neural responses act as cognitive anchors and bias the subsequent systematic evaluation process.