人工智能服务对消费者道德行为的双刃剑效应  

The double-edged sword effect of artificial intelligence services on consumer moral behavior

作　　者：彭晨明 屈奕帆 郭晓凌[1] 陈增祥 PENG Chenming;QU Yifan;GUO Xiaoling;CHEN Zengxiang(Business School,University of International Business Economics,Beijing 100029,China;International School of Business&Finance,Sun Yat-Sen University,Zhuhai 519082,China)

机构地区：[1]对外经济贸易大学国际商学院,北京100029 [2]中山大学国际金融学院,珠海519082

出　　处：《心理科学进展》2025年第2期236-255,共20页Advances in Psychological Science

基　　金：国家自然科学基金青年项目(72302046)资助。

摘　　要：随着人工智能产业的快速扩张,多样化的人工智能(AI)服务应运而生。然而,关于AI服务对消费者道德行为影响的研究尚显不足。本研究将道德心理学的理论引入AI服务营销领域,旨在探讨AI服务对消费者道德行为的双刃剑影响及其心理机制和作用边界。研究从三方面展开:第一,依据道德双元性理论,系统区分了AI服务对消费者倡导性道德行为和禁止性道德行为的差异化影响。第二,基于道德判断双加工理论,从认知和情绪两个维度,揭示了AI服务影响道德行为的双刃剑效应及内在机制。第三,从AI本身、消费者和道德行为三个方面研究了AI服务影响双元道德行为的边界条件。本研究成果将有助于提升消费者的福祉,并为企业和公共部门制定针对性行为干预策略提供理论依据,进而推动社会文明进步与数字经济的健康发展。As the artificial intelligence(AI)industry rapidly evolves,a diverse array of AI services have emerged.However,the impact of AI services on consumer moral behaviors remains insufficiently explored.This study integrates moral psychology theories into AI service marketing to examine the double-edged sword effect of AI services on consumer moral behavior,as well as the underlying psychological mechanisms and boundary conditions.First,drawing on the moral duality theory,the research distinguishes between the impacts of AI services on consumers'proscriptive moral behavior and prescriptive moral behavior.Second,leveraging the double-process theory of moral judgment,the research reveals the double-edged sword effect of AI services on moral behavior from both cognitive and emotional processes.Third,the study examines how AI services influence moral behaviors by exploring boundary conditions across three levels:AI itself,the consumer,and the moral behavior,and investigates the differential boundary conditions between dual moral behaviors.The findings of this research are expected to enhance consumer welfare,providing a theoretical foundation for businesses and the public sector to develop targeted behavioral intervention strategies,and ultimately foster the progress of social civilization and support the healthy development of the digital economy.

关 键 词：人工智能服务 道德行为 双刃剑 道德双元性 道德判断双加工过程 

分 类 号：B849[哲学宗教—应用心理学] C91[哲学宗教—心理学]