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

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.