Abstract:
With the rapid development of Generative Artificial Intelligence (AIGC), various platforms have successively launched AI-Generated Online Review Summaries (AIGORS) to alleviate information overload among consumers. However, while AIGORS improves the efficiency of information acquisition, its impact on consumers' review participation behavior remains unclear. Taking review data of 644 hotels on TripAdvisor and Ctrip International as the research object, this study adopts the Difference-in-Differences (DID) method to examine the changes in the growth rate of user review volume after the introduction of AIGORS, explore its effect on review behavior, and further analyze the moderating mechanisms of cumulative review volume and product rating. The study finds that AIGORS significantly inhibits consumers' review behavior, and this effect is strengthened with the increase in cumulative review volume and product rating, while the inhibitory effect is not significant in scenarios with low cumulative review volume and low product rating. The conclusions of this study enrich the theoretical system in the interdisciplinary field of online reviews and AI-generated content, and provide practical guidance for platforms to optimize AIGORS design and balance information efficiency with user participation.