消费领域人工智能的社会责任:概念化、测量及后效研究  

Social Responsibility of Artificial Intelligence in the Consumption Field:A Conceptualization,Measurement,and Posteriority Study

作　　者：沈鹏熠 李金雄 万德敏 Shen Pengyi;Li Jinxiong;Wan Demin(School of Business Administration,Jiangxi University of Finance and Economics)

机构地区：[1]江西财经大学工商管理学院

出　　处：《营销科学学报》2025年第2期77-96,共20页Journal of Marketing Science

基　　金：国家自然科学基金项目(72262016);教育部人文社会科学研究项目(23YJA630132);江西省社会科学基金项目(23GL46D);江西省高等学校教学改革研究重点项目(JXJG-23-4-2)的资助。

摘　　要：随着人工智能与消费领域的深度融合,理解其社会责任范式已成为推动新一代人工智能健康可持续发展及推进新型消费业态建设的重要议题。然而,既有研究尚未对消费领域中人工智能社会责任的内涵、范畴边界及内容构成进行清晰的刻画,并且由于缺乏科学可靠的测量工具致使现阶段实证研究滞后。为此,本研究首先基于半结构化深度访谈及扎根理论方法构建出消费领域人工智能社会责任的5个结构维度:道德性、安全性、适用性、可信性和自省性;其次,遵循量表开发中探索性和验证性因子检验程序,最终确定测量人工智能社会责任的18个题项;最后,以此为基础设计问卷来检验人工智能社会责任量表的预测效度,而检验结果表明消费领域人工智能社会责任会显著正向预测心理授权与人机融洽关系。本研究的结果不仅丰富了消费领域人工智能社会责任的内涵和结构,还提供了可操作化的测量工具,进一步推进了人工智能社会责任的理论研究与实践应用。With the deep integration of artificial intelligence and the consumer market,understanding its social responsibility paradigm has become an important issue in promoting the healthy and sustainable development of the new generation of artificial intelligence and promoting the construction of new consumer formats.However,existing research has not yet clearly characterized the connotation,scope boundaries,and content composition of artificial intelligence social responsibility in the consumer market,and the lack of scientific and reliable measurement tools has led to a lag in current empirical research.Therefore,this article first constructs five structural dimensions of artificial intelligence social responsibility in the consumer market based on semi-structured in-depth interviews and grounded theory:morality,safety,applicability,credibility,and introspection;Secondly,following the exploratory and confirmatory factor testing procedures in scale development,18 items for measuring artificial intelligence social responsibility were ultimately determined;Finally,based on this,a questionnaire was designed to test the predictive validity of the artificial intelligence social responsibility scale.The test results showed that artificial intelligence social responsibility significantly positively predicted psychological empowerment and human-machine harmonious relationship.The research results not only enrich the connotation and structure of AI's social responsibility but also provide operable measurement tools,further advancing the theoretical research and practical application of AI's social responsibility.

关 键 词：消费领域 人工智能 社会责任 结构探索 量表开发 

分 类 号：F713.3[经济管理—产业经济] F713.5