李佳滢,张文锐,赵天乐,蒋佳伶,王家熠

本项目基于人工智能技术广泛应用的背景，聚焦电子商务平台中AI生成评论与真人评论对消费者购买意愿的影响差异。通过构建包含评论来源、评论效价、是否标明AI身份及人称表达的理论模型，采用多因子组间实验设计，收集问卷并进行数据分析。研究结果表明：正面评论情境下，真人评论比AI评论更能提升购买意愿；标明AI身份在负面评论中调节作用显著，第三人称AI评论对购买意愿的影响强于第一人称。本研究为电商平台评论管理与企业营销策略提供了理论依据与实践建议。

AI评论1；购买意愿2；评论效价3；人称表达4

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