人工智能在电商平台的产品信息呈现与消费者决策路径演化研究

A Study on the Evolution of Product Information Presentation and Consumer Decision Pathways on E-Commerce Platforms Driven by Artificial Intelligence

摘要: 在人工智能(AI)技术深度融入电商生态的背景下，电商平台产品信息呈现方式正经历从“被动陈列”向“主动生成”“交互构建”乃至“沉浸共创”的系统性演变。传统线性的消费者决策路径逐渐被非线性、动态化的决策网络所替代。本文基于技术接受模型与信息加工理论，系统分析AI生成内容、个性化虚拟体验及算法推荐等新型信息呈现方式的技术特征，并提出“认知–情感–行为”的整合分析框架，阐释AI信息呈现如何通过降低认知负荷、激发情感共鸣及塑造沉浸场景三重机制，重塑消费者在注意、搜索、评估与购买各阶段的决策行为。研究发现，消费者决策呈现出由“人找货”的理性搜索，向“货找人”的智能触发，再到“人货协同”的沉浸共创演化的趋势，同时伴生信息茧房、算法操纵及决策自主性削弱等潜在风险。因此，本文从平台治理、消费者教育与技术创新协同三方面提出路径建议，以推动人工智能在电商领域的负责任应用，优化消费者福祉。

Abstract: Against the backdrop of deep integration of artificial intelligence (AI) into the e-commerce ecosystem, the modes of product information presentation on e-commerce platforms are undergoing a systematic evolution, transitioning from “passive display” to “active generation”, “interactive construction”, and ultimately “immersive co-creation”. Traditional linear consumer decision paths are increasingly replaced by nonlinear and dynamic decision networks. This study, grounded in the Technology Acceptance Model and Information Processing Theory, systematically analyzes the technical characteristics of emerging information presentation modes, including AI-generated content, personalized virtual experiences, and algorithmic recommendations. An integrated “cognition-emotion-behavior” framework is proposed to elucidate how AI-mediated information presentation reshapes consumer decision-making across attention, search, evaluation, and purchase stages through three mechanisms: reducing cognitive load, eliciting emotional resonance, and constructing immersive scenarios. Findings indicate that consumer decision paths are evolving from rational “searching-for-products” to intelligent “products-finding-consumers”, and further toward “human-product collaborative” immersive co-creation, while simultaneously introducing potential risks such as information echo chambers, algorithmic manipulation, and diminished decision autonomy. Based on these insights, the study offers strategic recommendations from the perspectives of platform governance, consumer education, and coordinated technological innovation to promote responsible AI deployment in e-commerce and enhance consumer welfare.