From psychological empowerment to human-AI rapport: how Artificial Intelligence Social Responsibility enhances consumer well-being in hospitality

As the penetration of artificial intelligence (AI) in the hospitality industry deepens, its ethical and social responsibility issues have become critical factors affecting the customer experience. This research aims to explore how Artificial Intelligence Social Responsibility (AISR), an emerging concept, enhances customer well-being. By integrating Affordance Theory and Self-Determination Theory, the study constructs and tests a moderated chain mediation model. This model proposes that AISR positively influences customer well-being through the chain mediating effects of psychological empowerment and human-AI rapport. Furthermore, this study examines the moderating role of the customer’s degree of “Self-AI Connection.” The results from three online experiments support the proposed hypotheses. This study makes a dual contribution to academia and industry. Theoretically, it expands the focus of AISR research from ethical norms themselves to their positive impact on user well-being, clarifying that AISR can serve as a significant source of psychological affordances that enhance consumer well-being by satisfying users’ deeper needs. Practically, the research conclusions provide clear and actionable guidance for hotel managers, revealing that practicing responsible AI strategies is an effective path to enhance customer well-being and thereby build deeper customer relationships.