{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T03:18:27Z","timestamp":1774322307216,"version":"3.50.1"},"reference-count":38,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2025,2,11]],"date-time":"2025-02-11T00:00:00Z","timestamp":1739232000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72102155"],"award-info":[{"award-number":["72102155"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["2023CX31"],"award-info":[{"award-number":["2023CX31"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100004912","name":"Sichuan University","doi-asserted-by":"publisher","award":["72102155"],"award-info":[{"award-number":["72102155"]}],"id":[{"id":"10.13039\/501100004912","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100004912","name":"Sichuan University","doi-asserted-by":"publisher","award":["2023CX31"],"award-info":[{"award-number":["2023CX31"]}],"id":[{"id":"10.13039\/501100004912","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>As AI becomes increasingly embedded in the sharing economy, understanding its impact on consumer behavior is crucial. This research aims to examine how different human\u2013AI relationship types\u2014equal vs. human-dominant\u2014influence responsible consumption, framed within Social Identity Theory. Specifically, we investigate the mediating role of social identification and the moderating effect of anthropomorphism in shaping consumer responses to AI interactions. Across three experimental studies, we demonstrate that (1) equal human\u2013AI relationships lead to higher responsible consumption than human-dominant relationships; (2) social identification mediates this relationship, as equal AI fosters greater consumer identification, which subsequently enhances responsible behavior; and (3) anthropomorphism moderates these effects, such that the positive influence of equal relationships on responsible consumption is significant only when anthropomorphism is low, whereas this effect diminishes when anthropomorphism is high. These findings contribute to the growing literature on AI\u2013consumer interactions by offering insights into AI\u2019s social dynamics and practical recommendations for designing AI systems that effectively promote responsible behavior in shared services.<\/jats:p>","DOI":"10.3390\/jtaer20010027","type":"journal-article","created":{"date-parts":[[2025,2,11]],"date-time":"2025-02-11T10:53:22Z","timestamp":1739271202000},"page":"27","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Equality Matters: The Impact of Human\u2013AI Relationship Types on Responsible Consumption in Shared Services"],"prefix":"10.3390","volume":"20","author":[{"given":"Leting","family":"Tang","sequence":"first","affiliation":[{"name":"Business School, University of Bristol, Bristol BS8 1QU, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9683-0030","authenticated-orcid":false,"given":"Jiang","family":"Zhu","sequence":"additional","affiliation":[{"name":"Business School, Sichuan University, Chengdu 610065, China"}]},{"given":"Wenyu","family":"Dou","sequence":"additional","affiliation":[{"name":"SKEMA Business School, Suzhou 215123, China"}]}],"member":"1968","published-online":{"date-parts":[[2025,2,11]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"604","DOI":"10.1016\/j.jbusres.2021.11.027","article-title":"Sharing Your Assets: A Holistic Review of Sharing Economy","volume":"140","author":"Akbari","year":"2021","journal-title":"J. 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