Artificial Intelligence Social Responsibility in the Consumer Market: Dimension Exploration and Scale Development

This study explored the conceptualization, dimensional structure, and measurement of artificial intelligence (AI) social responsibility in the consumer market. Data were collected through semi-structured in-depth interviews with 32 respondents. A grounded theory research approach was employed to construct a structural model of AI social responsibility that included the dimensions of ethics, safety, applicability, credibility, and reflexivity. Subsequently, an exploratory factor analysis was conducted on 305 questionnaire data collected through an online survey as well as a confirmatory factor analysis on 325 questionnaire data. The analyses led to the development of an AI social responsibility scale consisting of 18 items and demonstrating good reliability and validity. Moreover, using structural equation modeling, strong nomological validity was demonstrated. The results indicated that AI social responsibility and its dimensions significantly predicted flow experience and experience satisfaction. The findings enhance understanding of the conceptual meaning and dimensional structure of AI social responsibility in the consumer market, as well as provide a psychometrically reliable and valid measurement tool for use in future research. Furthermore, the findings not only facilitate the design and implementation of AI technologies, but they also offer crucial insights for companies and their stakeholders to devise and refine AI social responsibility strategies and other marketing tactics—thereby augmenting CSR 3.0 management practices.