让AI当道德执行者，比人类更受消费者信任。
Do Consumers Accept AIs as Moral Compliance Agents?
- 把AI定位为遵守既有道德规范的执行者，而非决策者。
- 消费者对AI的评价高于人类，因认为其无隐藏动机。
- 适合希望提升企业伦理形象的组织参考使用。
消费者通常抵制人工智能参与道德决策，认为道德主体需具备独特的人类特质。本研究探讨消费者是否可能接受AI作为道德合规角色，即在不进行主观判断的前提下维护既有的道德规范。通过五项研究发现，消费者对AI在道德合规角色中的表现评价高于人类代理。这一偏好源于对AI缺乏隐性动机的推断，而这种动机常被归因于人类。以往研究多关注AI作为决策者，而本文揭示了遵守既有规则这一角色的重要性，且在此方面，公众认为AI表现更优。研究结果有助于理解消费者对道德型AI的接受度，并为企业在伦理监督中运用AI提供可行策略。将AI定位为道德合规代理人，可缓解消费者疑虑，增强信任，改善企业伦理形象。
原文摘要 · Abstract (English)
Consumers are generally resistant to Artificial Intelligence (AI) involvement in moral decision-making, perceiving moral agency as requiring uniquely human traits. This research investigates whether consumers might instead accept AIs in the role of moral compliance, where AI upholds pre-existing moral norms without exercising subjective discretion. Across five studies this research shows that consumers evaluate AI more positively than human agents in moral compliance roles. The findings reveal that this preference arises from inferences of AI's lack of ulterior motives, which are often attributed to human agents. While previous studies have focused on AI as a decision-maker, this work demonstrates the critical role of upholding pre-existing rules, a role in which AI is perceived to excel. These findings contribute to understanding consumer acceptance of moral AI and provide actionable insights for organizations seeking to leverage AI in ethical oversight. By positioning AI as a moral compliance agent, companies can address consumer skepticism, enhance trust, and improve perceptions of corporate ethicality.
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