AI 기반 전자상거래의 책임 있는 설계를 위한 통합적 탐색: 서비스 생태계 관점에서

The rapid proliferation of artificial intelligence (AI) in e-commerce has fundamentally reshaped consumer experiences and service systems. This study adopts a transformative service research (TSR) framework, combined with a service ecosystem perspective, to examine how AI affects individual well-being and technology-driven service design across micro, meso, and macro levels. Specifically, this study derives key research agendas by focusing on: (1) the psychological and behavioral outcomes arising from consumer algorithm interactions; (2) value exchanges and tensions among stakeholders such as platforms, sellers, and technology providers; and (3) the regulatory and market structures surrounding data usage, automation, and fairness. The study highlights the dynamics of value co-creation and co-destruction in AI-driven commerce, drawing attention to issues such as algorithmic bias, information asymmetry, and tensions between ethical design and consumer protection. In response, it proposes practical strategies including consumer empowerment, design transparency, and participatory platform governance. By reconceptualizing AI not merely as a technical tool but as a core enabler of social value within service ecosystems, this study offers new insights for both scholarly discourse and practical applications in the e-commerce domain.