Artificial intelligence psychological anthropomorphism: scale development and validation

Pengyi Shen, Fengying Zhang, Xiucheng Fan and Feng Liu

The Service Industries Journal, 2024, vol. 44, issue 15-16, 1061-1092

Abstract: This study explores the conceptualization, dimensional structure, and measurement of artificial intelligence (AI) psychological anthropomorphism in service scenarios. Data were collected using semi-structured in-depth interviews. A grounded theory research approach was employed to construct a structural model of AI psychological anthropomorphism that included the dimensions of personality, empathy, and mind. Exploratory and confirmatory factor analyses were subsequently conducted on questionnaire data collected through online surveys and from which a scale for AI psychological anthropomorphism was developed. It consisted of 16 items and demonstrated good reliability and validity. Moreover, using structural equation modeling, strong nomological validity was demonstrated. The results indicate that AI psychological anthropomorphism and its dimensions significantly and positively predict trust and identity threat. These findings enhance understanding of the conceptual meaning and dimensional structure of AI psychological anthropomorphism in service scenarios, as well as provide a psychometrically reliable and valid measurement tool for use in subsequent empirical research. Additionally, the findings offer important insights for AI developers, service providers, and regulatory agencies to ameliorate AI design, formulate AI marketing strategies, and refine AI governance policies.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:44:y:2024:i:15-16:p:1061-1092

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DOI: 10.1080/02642069.2024.2366970

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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