人工智能适合谈论道德吗？在公平贸易产品的情况下，消费者对人工智能产生的道德呼吁的反应

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-06-06 DOI:10.1016/j.jbusres.2025.115487

Wojciech Trzebiński , Faruk Anıl Konuk , Beata Marciniak

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引用次数: 0

摘要

虽然营销可以指道德，但它仍然没有充分解释消费者如何回应人工智能产生的道德呼吁。受这一差距的影响，目前的研究在两个实验（N = 445）中应用不一致性理论来调查道德诉求存在对人工智能（相对于人类）产品建议的说服力的影响，操纵公平贸易产品信息中的道德诉求存在。当产品推荐由人类提供时（与人工智能相比），道德诉求存在对通过信息来源匹配的购买意图的影响更为积极（研究1）。对于人工智能生成的建议，当人工智能代理被认为更人格化时，道德呼吁的存在对通过消息源匹配遵循意图的人工智能建议的负面影响较小，并且人工智能的优势信念更高（研究2）。研究结果扩展了消费者对人工智能的反应以及不一致性在人工智能感知中的作用。营销人员在如何在人工智能交流中引入道德诉求方面受到指导。

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Is AI suitable to speak about morality? Consumer response to AI-generated moral appeals in the case of fair trade products

While marketing can refer to morality, it remains insufficiently explained how consumers respond to AI-generated moral appeals. Motivated by that gap, the current research applied incongruity theory to investigate the effect of moral appeal presence on the persuasiveness of AI (vs. human) product advice in two experiments (N = 445), manipulating moral appeal presence in fair-trade product messages. The effect of moral appeal presence on purchase intent through message-source fit was more positive when the product recommendation was provided by humans (vs. AI) (Study 1). For AI-generated advice, the effect of moral appeal presence on AI advice following intent through message-source fit was less negative when the AI agent was perceived as more anthropomorphized, and AI superiority belief was higher (Study 2). The results extend the knowledge of consumer response to AI and the role of incongruity in AI perception. Marketers are guided on how to involve moral appeals in AI communication.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.