学术活动

标题:

日期和时间: 

2025年2月21日（周五）
10:30-12:00

地点

主讲人:

To explore the potential of Generative AI to enhance consumer decision making in E-commerce, we build an online shopping platform where consumers can conduct product searches and make purchase decisions, and design a chatbot assistant, powered by Large Language Models (LLM), that can help them shop on the platform. We conduct incentive-aligned experiments to evaluate the impacts of the AI chatbot on consumer shopping behaviors. Contrary to our expectation that the chatbot assistant can help consumers process information more efficiently and thus expedite the shopping process, we find that it actually increases consumers’ shopping time. We further explore the underlying mechanism and find that the chatbot can encourage consumers to search more intensively (i.e., within-product inspection) and search with deeper concentration, while also marginally prompting them to search more extensively (i.e., cross-product search). Furthermore, the chatbot can help consumers reduce information overload, improve their shopping experience, and increase their purchase likelihood.Keywords: Generative AI, LLM, chatbot, consumer search, information overload

主讲人简介:

林松本科就读于北京大学，并于2015年于美国麻省理工学院斯隆商学院取得博士学位。现任职于香港科技大学商学院，于2021年提拨为副教授。林博士研究领域包括产品和定价策略，广告效果与策略，平台设计，生成式人工智能应用，以及信息时代下的消费决策。其学术研究成果曾发表于国际顶级期刊《管理科学》，《营销科学》，以及《营销研究》。其成果曾获得权威奖项，包括最佳博士论文提案，入围《营销科学》期刊2015年度最佳论文，以及《营销研究》期刊2020年度的长期影响力奖。鉴于林博士的研究贡献，美国营销科学学会于2021年为其颁发了杰出青年学者奖。自2022年起，林博士担任《营销科学》期刊的副主编。