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AI is considered a key driver of industrial transformation and a strategic technology that will shape future development. With AI services continuing to permeate various sectors, concerns have emerged about the ethics of AI. This study investigates the effects of different types of AI services (mechanical, thinking, and affective AI services) on consumers' attitudes through offline and online AI service experiments. We also construct a model to explore the mediating roles of identity threat and perceived control. The findings reveal that mechanical AI services negatively affect consumers' attitudes while thinking and affective AI services have a positive effect. Additionally, we explore how consumers' attitudes vary across different service scenarios and ethical judgments (utilitarianism and deontology). Our findings could offer practical guidance for enterprises providing AI services. [ABSTRACT FROM AUTHOR]

Purpose – Through a literature review, we found four potential research topics that are rarely studied in the extant literature, i.e. the missing link between web site quality and flow, an integrative relationships between web site quality, flow, customer satisfaction, and relationship intention even though part of the integrative relationships have been investigated in the previous studies, those flow-related consumer behaviors in C2C e-marketplaces, and cross-national studies on the flow-related consumer behaviors in the East-Asian domain. Thus, we attempted to explore the relationships between web site quality, flow, customer satisfaction, and relationship intention in Chinese and Korean C2C e-marketplaces as well as their cross-national similarities and differences. Design/methodology/approach – In all, 212 Chinese and 219 Korean online shoppers were surveyed to conduct the above research agenda by structural equation modeling. Findings – Web site quality had some effect on flow and satisfaction in both countries, but different results between the countries were found for the dimensions of web site quality. Flow has a positive impact on satisfaction, but the effect in China was greater than that in Korea. Both flow and satisfaction had a positive effect on relationship intention in the two countries. Originality/value – There has been little research that addressed the above four research topics respectively or in combination. This study investigates the integrative model between web site quality and flow-related consumer behaviors in C2C e-marketplaces. The paper provides empirical evidence of online consumer behaviors in China and Korea, which will help global e-commerce managers/practitioners in their development of strategies and tactics for the East-Asian markets. [ABSTRACT FROM AUTHOR]