人工智能生成的评价摘要对电商消费者购买决策的影响

The Impact of AI-Generated Review Summaries on E-Commerce Consumers’ Purchase Decisions

摘要: 在“人工智能 + 电商”政策推动下，电商平台开始利用生成式AI技术自动生成在线评价摘要，以缓解消费者的信息过载问题。文章在梳理相关文献的基础上，首先，分析了AI生成评价摘要在信息聚合、情感提炼等方面的优势，以及算法偏差、信息失真等潜在缺陷。其次，从认知、情感与风险三条路径探讨了AI摘要对消费者购买决策的影响机制：认知路径通过降低信息搜索成本、提升关键属性识别能力增强决策效率；情感路径通过情感效价凝聚与情感信任诱发冲动购买；风险路径则具有双向效应，既可能降低感知不确定性，也可能因算法不透明加剧风险感知。最后，进一步提出面向电商平台的管理启示与优化策略。

Abstract: Driven by the “AI + E-commerce” policy, e-commerce platforms have begun leveraging generative AI technology to automatically generate online review summaries, aiming to alleviate consumers’ information overload. Based on a review of relevant literature, this paper first analyzes the advantages of AI-generated review summaries in terms of information aggregation and sentiment extraction, as well as their potential drawbacks such as algorithmic bias and information distortion. Second, it explores the mechanisms through which AI summaries influence consumers’ purchasing decisions along three paths: cognitive, affective, and risk. The cognitive pathway enhances decision-making efficiency by reducing information search costs and improving the ability to identify key attributes. The affective pathway induces impulse purchases through emotional valence condensation and affective trust. The risk pathway exhibits a dual effect: it may either reduce perceived uncertainty or exacerbate risk perception due to algorithm opacity. Finally, this paper proposes managerial implications and optimization strategies for e-commerce platforms.