Affiliation:
1. Business College, Yangzhou University, 88 South University Ave., Yangzhou 225009, China
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.
Funder
Key Program of Philosophy and Social Science Foundation in Colleges and Universities in Jiangsu Province of China
Yangzhou University Business School Graduate Innovation Project