A humanistic model of corporate social responsibility in e-commerce with high-tech support in the artificial intelligence economy

Abstract

This paper aims to develop a humanistic model of corporate social responsibility in e-commerce, relying on high technology in an artificial intelligence economy. The research is based on the experience of the top 30 publicly traded e-commerce companies, the 16 most responsible companies in the retail industry in the USA, and the leading global and Russian e-commerce business structures in 2020–2021. Based on econometric modeling, it is substantiated that the humanization (qualitative criterion) of jobs provides an increase in revenues of e-commerce businesses to a greater extent than an increase in the number (quantitative criterion) of jobs. The high technology of the artificial intelligence economy (AI economy) makes it possible to maximize the contribution of responsible HRM of the e-commerce business in increasing its revenues. For this purpose, a humanistic model of corporate social responsibility in e-commerce based on high technology in the AI economy has been developed. The theoretical significance lies in proving the need to humanize jobs in e-commerce and revealing the essence of this process. The practical significance lies in the fact that the developed humanistic model will increase the profitability and, consequently, the resilience of businesses to future economic crises that arise against the backdrop of the COVID-19 pandemic.

How spirituality affects individuals’ attitudes towards corporate social responsibility: a moderated mediation model

“…We constructed Harman's one-factor test to examine if there is a concern of common method bias as the variables are collected from the same respondents. The result revealed eleven factors with eigenvalues greater than 1, and the variance ratio of the first is 26.64%, which is considerably less than 40% (Podsakoff & Organ, 1986;Ylitalo, 2009), indicating that the common method bias is not an issue in our study.…”