测试不同语气的AI如何影响用户行程规划与购买行为
Persuasive or Neutral? A Field Experiment on Generative AI in Online Travel Planning
- 对比了热情、中性与无语气三种AI表达方式
- 热情语气组用户提问更长，订阅率更高
- 适合关注AI交互设计与用户行为的研究者
生成式AI（GenAI）为在线旅游平台客户支持带来新机遇，但其设计如何影响用户参与度、购买行为与体验仍不明确。我们开展一项随机化实地实验，比较三种GenAI表达风格：(A) 积极热情，(B) 中性客观，(C) 无语气指令（对照组）。结果显示，A组用户撰写提示词显著更长，且A组与B组用户更可能订阅该服务。进一步分析各组语言特征，揭示用户感受差异，并基于语言线索解释订阅行为与附属链接点击。研究为面向消费者的GenAI界面设计提供实证依据，说明语言框架如何塑造用户在人工智能辅助决策中的行为。
原文摘要 · Abstract (English)
Generative AI (GenAI) offers new opportunities for customer support in online travel agencies, yet little is known about how its design influences user engagement, purchase behavior, and user experience. We report results from a randomized field experiment in online travel itinerary planning, comparing GenAI that expressed (A) positive enthusiasm, (B) neutral expression, and (C) no tone instructions (control). Users in group A wrote significantly longer prompts than those in groups B and C. At the same time, users in groups A and B were more likely to purchase subscriptions of the webservice. We further analyze linguistic cues across experimental groups to explore differences in user experience and explain subscription purchases and affiliate link clicks based on these cues. Our findings provide implications for the design of persuasive and engaging GenAI interfaces in consumer-facing contexts and contribute to understanding how linguistic framing shapes user behavior in AI-mediated decision support.
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