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이커머스 AI의 구매 의사결정 개입 전략 : 사용자 자율성이 의사결정의 질과 서비스 신뢰에 미치는 영향 분석

Strategic AI Interventions in E-commerce Purchase Decisions: Analyzing the Impact of User Autonomy on Decision Quality and Service Trust

오창훈|박예진
서비스사이언스학회 (The Society of Service Science)|2024.12|서비스 연구 (Journal Of Service Research and Studies)|제14권 제04호|pp. 250-267|DOI http://dx.doi.org/10.18807/jsrs.2024.14.4.250

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의사결정의 질서비스 신뢰Service TrustDecision Quality이커머스 AIAI 개입사용자 자율성E-commerce AIAI InterventionUser Autonomy
주제분류학제간연구

초록

본 연구는 이커머스 환경에서 AI 개입 수준이 사용자 자율성, 의사결정의 질, 그리고 서비스 신뢰에 미치는 영향을 분석하고, 적절한 AI의 구매 의사결정 개입 전략을 제시하고자 하였다. 선행 연구에 따라 인지 강제 기능(cognitive forcing functions)과 해석 가능한 설명(interpretable explanations)의 두 가지 전략을 사용하여 AI 개입 수준을 세 단계로 조절하였으며, 각 수준에 따른 사용자 경험을 비교 분석하였다. 연구 결과, 중간 수준의 AI 개입에서 의사결정의 질이 가장 높게 나타났으며, 사용자가 스스로 비판적 사고를 유지하면서 의사결정을 내릴 수 있도록 지원하는 것이 구매 경험에 긍정적인 영향을 준다는 것을 확인하였다. 반면, AI 개입이 너무 낮거나 과도할 경우 의사결정의 질이 저하되었는데, 이는 적절한 개입이 없을 때는 충분한 정보 제공이 부족하고, 과도한 개입은 사용자의 자율성과 비판적 사고를 저해할 수 있음을 시사한다. 또한, AI 개입 수준에 따라 서비스 신뢰에는 유의미한 차이가 나타나지 않았으며, 서비스 전문성과 설명 가능성 등의 경험 요인이 신뢰 형성에 중요한 요인으로 작용할 가능성이 확인되었다. 마지막으로, 사용자 자율성이 높을수록 의사결정의 질과 서비스 신뢰가 향상되는 경향을 보였으며, 사용자가 AI의 도움을 기반으로 스스로 결정을 내릴 때 더 큰 책임감과 만족감을 경험하는 것으로 나타났다. 본 연구는 AI 개입 수준을 전략적으로 조정하여 사용자 경험을 최적화할 방안을 제안하며, 특히 이커머스 환경의 고관여 제품 구매 과정에서 AI의 전략적 개입이 중요한 역할을 한다는 점을 실증적으로 검증하였다. 향후 연구에서는 다양한 제품군과 실제 구매 데이터를 바탕으로 연구 결과의 외적 타당성을 높여 이커머스 AI 개입의 구체적인 맥락을 탐색할 필요가 있을 것이다.

Abstract

This study investigates the impact of AI intervention levels on user autonomy, decision quality, and service trustwithin an e-commerce context, aiming to propose optimal AI intervention strategies for purchase decision-making. Building upon prior research, we manipulated AI intervention across three levels using two strategies: cognitive forcing functionsand interpretable explanations, and conducted a comparative analysis of user experiences at each level. The findings reveal that decision quality was highest at the intermediate level of AI intervention, suggesting that supporting users to maintain critical thinking during the decision-making process positively influences the purchasing experience. Conversely, both insufficient and excessive AI intervention led to a decline in decision quality, indicating that insufficient intervention fails to provide adequate information, while excessive intervention may hinder user autonomy and critical thinking. Furthermore, no significant differences in service trust were observed across different AI intervention levels, implying that experiential factors such as service expertiseand explainabilityplay pivotal roles in trust formation. Additionally, the study found that higher user autonomy correlates with improved decision quality and service trust, demonstrating that users experience greater responsibility and satisfaction when they make independent decisions supported by AI assistance. This research proposes a method to optimize user experience by strategically adjusting AI intervention levelsand empirically validates that AI intervention plays a significant role in the purchasing process of high-involvement products in e-commerce environments. Future research should enhance external validity by incorporating diverse product categories and actual purchase data, and further explore optimal strategies for AI intervention in e-commerce.

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