Shopping with a Platform AI Assistant: Who Adopts, When in the Journey, and What For
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摘要
Using click, search, chat, and booking logs for 31 million Ctrip users, the paper documents three stylized facts: (1) adoption of the platform-embedded assistant is concentrated among older, female, and highly engaged users (6.1% adopters overall); (2) AI chat typically appears in the same pre-purchase phase as search and well before orders, with interleaving of chat and search when both occur; and (3) users disproportionately use chat for exploratory, hard-to-keyword queries (attractions = 42% of chats), and chat intent aligns with subsequent purchase categories, implying the assistant complements rather than substitutes search [page::0][page::1][page::14].
