Work

Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services

Year: 2024

Type: article

Abstract: AI is considered a key driver of industrial transformation and a strategic technology that will shape future development. With AI services continuing to permeate various sectors, concerns have emerged about the ethics of AI. This study investigates the effects of different types of AI services (mechanical, thinking, and affective AI services) on consumers’ attitudes through offline and online AI service experiments. We also construct a model to explore the mediating roles of identity threat and perceived control. The findings reveal that mechanical AI services negatively affect consumers’ attitudes while thinking and affective AI services have a positive effect. Additionally, we explore how consumers’ attitudes vary across different service scenarios and ethical judgments (utilitarianism and deontology). Our findings could offer practical guidance for enterprises providing AI services.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer19030080

Authors: Qingji Fan, Yan Dai, Xue Wen

Institution: Yangzhou University

Language: English

Topic: AI in Service Interactions

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,137

Funder: Yangzhou University