JTAER, Vol. 21, Pages 14: Human and AI Reviews Coexist: How Hybrid Review Systems Enhance Trust and Decision Confidence in E-Commerce

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer21010014

Authors:
Yunzhe Li
Hong-Youl Ha

This research investigates how hybrid review systems integrating human-generated reviews and AI-generated summaries shape consumer trust and decision-related confidence. Across three controlled experiments conducted in simulated e-commerce environments, when and how hybrid reviews enhance consumer evaluations were examined. Study 1 demonstrates that hybrid reviews, which combine the emotional authenticity of human input with the analytical objectivity of AI, elicit greater levels of review trust and decision confidence than single-source reviews. Study 2 employs an experimental manipulation of presentation order and demonstrates that decision confidence increases when human reviews are presented before AI summaries, because this sequencing facilitates more effective cognitive integration. Finally, Study 3 shows that AI literacy strengthens the positive effect of perceived diagnosticity on confidence, while information overload mitigates it. By explicitly testing these processes across three experiments, this research clarifies the mechanisms through which hybrid reviews operate, identifying authenticity and objectivity as dual mediators, and sequencing, literacy, and cognitive load as critical contextual moderators. This research advances current theories on human–AI complementarity, information diagnosticity, and dual-process cognition by demonstrating that emotional and analytical cues can jointly foster trust in AI-mediated communications. This integrative evidence contributes to a nuanced understanding of how hybrid intelligence systems shape consumer decision-making within digital marketplaces.

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Yunzhe Li www.mdpi.com