arXiv:2602.09802cs.AIcs.CL2026-02被引 3

用旅行助手场景测试大模型的支付意愿,发现其能推导出合理估值但常高估人类水平。

Would a Large Language Model Pay Extra for a View? Inferring Willingness to Pay from Subjective Choices

  • 通过选择题和多元逻辑回归推导大模型隐含支付意愿(WTP)
  • 大模型在昂贵选项或商业人设下普遍高估人类支付意愿
  • 结合用户历史偏好可提升模型估值与人类基准的一致性

随着大型语言模型(LLMs)在旅行助手、购买支持等场景中的广泛应用,它们常需在无客观正确答案的主观决策中代表用户做选择。本文在旅行助手情境下研究了LLM的决策行为,通过呈现选择困境并利用多项式逻辑回归模型分析其回应,推导出隐含的意愿支付(WTP)估计值,并与经济学文献中的人类基准值进行比较。除基础设定外,还考察了提供用户历史选择信息及基于人设提示对模型行为的影响。结果表明,尽管大模型可推导出有意义的WTP值,但在属性层面存在系统性偏差;整体上倾向于高估人类支付意愿,尤其在引入高价选项或商业导向人设时更为明显。若将模型基于用户过往偏好(如倾向低价选项)进行条件化,则其估值更接近人类基准。总体而言,研究揭示了使用大模型进行主观决策支持的潜力与局限,强调在实际部署中需谨慎选择模型、设计提示语并准确建模用户特征。

原文摘要 · Abstract (English)

As Large Language Models (LLMs) are increasingly deployed in applications such as travel assistance and purchasing support, they are often required to make subjective choices on behalf of users in settings where no objectively correct answer exists. We study LLM decision-making in a travel-assistant context by presenting models with choice dilemmas and analyzing their responses using multinomial logit models to derive implied willingness to pay (WTP) estimates. These WTP values are subsequently compared to human benchmark values from the economics literature. In addition to a baseline setting, we examine how model behavior changes under more realistic conditions, including the provision of information about users' past choices and persona-based prompting. Our results show that while meaningful WTP values can be derived for larger LLMs, they also display systematic deviations at the attribute level. Additionally, they tend to overestimate human WTP overall, particularly when expensive options or business-oriented personas are introduced. Conditioning models on prior preferences for cheaper options yields valuations that are closer to human benchmarks. Overall, our findings highlight both the potential and the limitations of using LLMs for subjective decision support and underscore the importance of careful model selection, prompt design, and user representation when deploying such systems in practice.

大模型决策支付意愿主观选择人设提示

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