상품에 대한 긴 리뷰보다 AI 요약 리뷰 유용성이 증가하는 조건 탐색: 리뷰정보와 사용자 특성 차이를 중심으로

초록

Focusing on review information and user characteristics, this exploratory study investigates the conditions under which AI-generated review summaries on e-commerce platforms are perceived as more helpful than long original product reviews. A laboratory experiment was conducted with 67 college students using portable power banks as the stimulus, analyzing changes in perceived helpfulness between long original reviews and AI summaries via paired t-tests. The results indicate that for positive reviews, AI summaries significantly increase perceived helpfulness compared to long reviews, whereas no significant difference is observed for negative reviews. Regarding user characteristics, AI summaries significantly enhance helpfulness only among consumers with lower susceptibility to review influence, lower online shopping frequency, and male consumers. These findings demonstrate that the utility of AI review summaries is not uniform, but rather highly contingent upon situational contexts and individual characteristics. Based on these insights, e-commerce platforms should design tailored review presentation strategies to optimize consumer decision-making, such as prioritizing AI summaries for positive feedback while maintaining original full text for negative feedback.

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