인공지능의 추천 상품에 대한 소비자의 선택과 만족: 선택대안의 수와 인지적 종결욕구의 조절효과

This study intends to examine the effect of artificial intelligence’s recommendation on the product choice of consumers as a new source of information in terms of decision-making problems. The result of experiment using spurious artificial intelligence shows that consumers' choices could be easily distorted and biased by the halo effect of artificial intelligence regardless of its performance. As a result of experiment, more participants selected the target product, and their satisfaction with decision making was higher when the target product was recommended by artificial intelligence which was even spurious. In addition, the larger increase of probability to select the target product was, the larger the number of alternatives. Also, the increase of the probability of choice and satisfaction with the products recommended by AI was greater in the group with high need for cognitive closure compared to the low need for cognitive closure group. The result of this study implies that the consumer's choice can be easily affected or biased by not only personal recommendation but also non-personal recommendation such as artificial intelligence.