生成式AI客服对电子商务转化率的影响

The Impact of Generative AI CustomerService on E-Commerce Conversion Rates

摘要: 本文围绕“从兴趣到下单”的决策链条，系统梳理生成式AI客服在电商场景中影响转化率的关键要素。文章提出以“承诺的形成与兑现”为核心的客服观，通过证据化呈现、结构化承诺与人机协同降低不确定性；在平台与商家两端，分别从界面与交互、知识与口径、流程与组织、治理与合规四条主线提出改造建议，并针对直播与短视频等高强度场景给出“少打断、能托底”的答疑策略。最后构建“转化–退货–复购–客诉–口碑”的联动评价与治理指标体系，以长期信任定义“好转化”。

Abstract: This paper examines how Generative‑AI customer service reshapes the path from interest to purchase in e‑commerce. It advances a commitment‑centric perspective, emphasizing evidence‑based answers, structured promises, and human-AI orchestration. Actionable guidance is provided for platforms and merchants across interface design, knowledge governance, operational workflows, and compliance, with safeguards tailored to livestream and short‑form video contexts. A joint evaluation framework—covering conversion, returns, repurchase, customer complaints, and word-of-mouth effects—is proposed to anchor long-term trust.