The Role of AI Assistants in Online Shopping Platforms: Evidence from Livestream Selling

Lingli Wang, Yumei He, Ni Huang, De Liu, Xunhua Guo, Yan Sun, Guoqing Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Livestream technology is transforming consumers’ online shopping experience. This research addresses how livestream selling platforms mitigates the tension between streamers’ constrained service capacity and individual service demands with AI assistants. We conduct a large-scale field experiment wherein the consumers in the treatment group have access to an AI assistant that predicts consumers’ potential needs and provides individualized services, while the consumers in the control group do not have access to such an AI assistant. We find that the introduction of the AI assistant increases sales by 2.61% and reduces product returns by 62.86%. Our models on multiple-stage purchase decision-making reveal that an AI assistant increases the duration of the awareness and consideration stages, improves the probability of placing an order in the evaluation stage and reduces the likelihood of product returns. Further, our analyses reveal that interacting with the AI assistant also reduces consumers’ expressions of affection and positive emotions.

Original languageEnglish (US)
Title of host publication29th Annual Americas Conference on Information Systems, AMCIS 2023
PublisherAssociation for Information Systems
ISBN (Electronic)9781713893592
StatePublished - 2023
Event29th Annual Americas Conference on Information Systems: Diving into Uncharted Waters, AMCIS 2023 - Panama City, Panama
Duration: Aug 10 2023Aug 12 2023

Publication series

Name29th Annual Americas Conference on Information Systems, AMCIS 2023

Conference

Conference29th Annual Americas Conference on Information Systems: Diving into Uncharted Waters, AMCIS 2023
Country/TerritoryPanama
CityPanama City
Period8/10/238/12/23

Bibliographical note

Publisher Copyright:
© 2023 29th Annual Americas Conference on Information Systems, AMCIS 2023. All rights reserved.

Keywords

  • AI assistant
  • Livestream selling
  • human-AI interaction
  • randomized field experiment

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