제품유형과 제품지식에 따른 인공지능 상품추천의 효과
The Effect of AI Product Recommendation by Product Type and Knowledge
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초록
본 연구는 최근 활용범위가 확대되어가고 있는 인공지능이 소비자의 제품선택에 미치는 영향을 살펴보기 위하여 수행되었다. 이를 위해 실험 참가자들을 인공지능이 상품을 추천하는 경우와 추천하지 않은 경우로 구분하여 표적 상품에 대한 소비자의 선택 가능성을 비교하였다. 그리고 이러한 상품추천의 효과가 제품의 유형과 소비자의 제품지식에 따라 차이가 있는지 살펴보고자 하였다. 제품의 유형은 탐색재(PC 모니터)와 경험재(커피)로 구분하여 실험을 진행하였으며, 응답자의 각 제품에 대한 지식수준은 주관적지식과 제품 친숙도로 측정하였다. 실험은 2(집단 간: AI추천과 비추천) × 2(집단 내: 탐색재와 경험재)로 설계 되었다. 실증 분석결과 실험 참가자들은 가상적 인공지능이 추천한 상품을 보다 더 선택하는 것으로 나타났다. 그리고 이러한 추천의 효과는 제품의 유형에 따라 차이가 있었는데, 경험재 보다는 탐색재의 경우 더 높은 것으로 나타났다. 그러나 제품지식이 낮은 소비자에게 있어 추천의 효과가 더 높을 것으로 예상하였으나, 제품지식 수준에 따른 인공지능 추천효과는 유의한 차이가 없는 것으로 나타났다. 특히 본 연구의 실험에 사용된 상품추천은 실제 인공지능이 아님에도 불구하고 그 추천효과가 유의하였다는 점에서 인공지능에 대한 후광효과의 가능성을 보여준다.
Abstract
This study was conducted to examine the effect of artificial intelligence(AI), which has recently been expanded in various industry, on consumer product selection. For this research, the participants were divided into one group that was recommended by artificial intelligence and the other group that was not recommended, and the possibility of consumer choice for the target product was compared. In addition, we attempted to examine whether the effect of such AI product recommendation differs depending on the type of product and the consumer's product knowledge. Experiments were conducted by the search goods (PC monitor) and experience goods (coffee), and the knowledge of each product of the respondents was measured by subjective knowledge and product familiarity. The experiment was designed as 2 (between subjects: AI recommendation and non-recommendation) by 2 (within subjects: search and experience goods). As a result of empirical analysis, the participants more chose the products recommended by the artificial intelligence. And the effect of AI product recommendations differed depending on the type of product, and it was found to be higher for exploratory goods than for experience goods. However, it was expected that the recommendation effect would be higher for consumers with low product knowledge, but AI recommendation effect was insignificant according to the level of product knowledge. In particular, the product recommendation used in the experiment of this study shows the possibility of a halo effect on artificial intelligence in that the AI recommendation effect was significant even though it was not a genuine artificial intelligence.
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