电商平台 AI 助手的采用与影响的早期证据
发布时间：2026-06-29
五月
29
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时间和日期
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2026-05-29 (星期五) 10:30 上午
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12:00 下午
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| 标题 | 电商平台 AI 助手的采用与影响的早期证据 |
| 日期和时间 | 2026年5月29日（周五） 10:30-12:00 |
| 地点 | 综合教学楼D504会议室 |
| 主讲人 | 钟泽民 多伦多大学 |
| 摘要 | This talk presents two related papers that provide early evidence on how consumers adopt, use, and respond to platform-embedded AI assistants in e-commerce. Both papers study an LLM-based assistant integrated into Ctrip, China’s largest online travel platform. The first paper offers large-scale descriptive evidence on who adopts the assistant, when consumers use it during the purchase journey, and what they use it for. Using data on 31 million users, we show that adoption is highest among older consumers, female users, and highly engaged existing users; that AI chat occurs in the same broad phase of the journey as traditional search; and that consumers often use the assistant for exploratory, hard-to-keyword tasks. The second paper studies the causal effects of upgrading the assistant to a more deliberative reasoning model. In a field experiment with more than 510,000 users, access to the reasoning assistant reduced hotel bookings by compressing the search funnel: users initiated fewer searches, browsed fewer hotels, and clicked fewer options for deeper inspection. Together, the papers show how platform AI assistants reshape consumer discovery, search, and purchase behavior. |
| 主讲人简介 | 钟泽民（Zachary Zhong）是多伦多大学罗特曼管理学院市场营销学副教授，目前学术休假期间访问香港城市大学。他于加州大学伯克利分校哈斯商学院获得博士学位。他的研究聚焦于数字营销领域的重要议题，包括基于大语言模型的 AI 购物助手、算法定向、平台搜索、评论系统和推送通知等，并与阿里巴巴、携程等企业合作开展研究。他现任《Marketing Science》副主编。 |
