Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services
Abstract
:1. Introduction
2. Theoretical Framework
2.1. Artificial Intelligence and AI Services
2.2. Consumers’ Attitudes about Using AI
2.3. Mechanisms of the Effect of Different Types of AI Services on Consumers’ Attitudes
2.3.1. Different Types of AI Services and Consumers’ Attitudes
2.3.2. Identity Threat, Perceived Control, and Consumers’ Attitudes
2.3.3. Service Scenarios, AI Services, and Consumers’ Attitudes
2.4. Effect of Moral Judgment
3. Method
3.1. Study 1
3.1.1. Design and Participants
3.1.2. Task and Procedures
3.1.3. Results and Discussion
- Manipulation test for AI type
- Main effect test
- Discussion
3.2. Study 2
3.2.1. Design and Participants
3.2.2. Task and Procedures
3.2.3. Results and Discussion
- Main effect test
- Mediating effect of identity threat
- Mediating effect of perceived control
- Discussion
3.3. Study 3
3.3.1. Design and Participants
3.3.2. Task and Procedures
3.3.3. Results and Discussion
- Main and mediating effect tests
- Moderating effect of moral judgment
- Structural equation modeling
- Moderating effects of service scenario types
- Discussion
4. General Discussion
4.1. Theoretical Contribution
4.2. Managerial Implications
4.3. Limitations and Directions for Future Research
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Model Path | Restaurant Scenario | Hotel Scenario | |||
---|---|---|---|---|---|
Standardized Coefficient | T-Value | Standardized Coefficient | T-Value | Δx2 | |
Identity threat → consumers’ affective attitudes | 0.890 *** | 3.604 | −0.058 | −0.368 | 5.0361 * |
Hypothesis (Effect) | Relationship | Study 1 | Study 2 | Study 3 |
---|---|---|---|---|
H1a | Mechanical AI → cognitive attitudes | - | + 1 | + 3 |
H1b | Mechanical AI → affective attitudes | - | - | + 4 |
H2a | Thinking AI → cognitive attitudes | + | - | - |
H2b | Thinking AI → affective attitudes | + | - | - |
H3a | Affective AI → cognitive attitudes | + | + | + 5 |
H3b | Affective AI → affective attitudes | + | + | + 6 |
H4a (mediating effect) | AI level → identity threat → cognitive attitudes | —— | P 2 | P 7 |
H4b (mediating effect) | AI level → identity threat → affective attitudes | —— | - | P 8 |
H5a (mediating effect) | AI level → perceived control → cognitive attitudes | —— | - | - |
H5b (mediating effect) | AI level → perceived control → affective attitudes | —— | - | - |
H6a (moderating effect) | AI level × type of service scenarios → cognitive attitudes | —— | —— | P 11 |
H6b (moderating effect) | AI level × type of service scenarios → affective attitudes | —— | —— | - |
H7a (moderating effect) | AI level × type of moral judgments → cognitive attitudes | —— | —— | P 9 |
H7b (moderating effect) | AI level × type of moral judgments → affective attitudes | —— | —— | P 10 |
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Fan, Q.; Dai, Y.; Wen, X. Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 1637-1659. https://doi.org/10.3390/jtaer19030080
Fan Q, Dai Y, Wen X. Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services. Journal of Theoretical and Applied Electronic Commerce Research. 2024; 19(3):1637-1659. https://doi.org/10.3390/jtaer19030080
Chicago/Turabian StyleFan, Qingji, Yan Dai, and Xue Wen. 2024. "Is Smarter Better? A Moral Judgment Perspective on Consumer Attitudes about Different Types of AI Services" Journal of Theoretical and Applied Electronic Commerce Research 19, no. 3: 1637-1659. https://doi.org/10.3390/jtaer19030080