Impacts of generative AI on user contributions: evidence from a coding Q &A platform

IF 2.5 3区 管理学 Q3 BUSINESS
Xinyu Li, Keongtae Kim
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Abstract

This study investigates the short-term impact of generative AI, exemplified by the introduction of ChatGPT, on user contributions in a coding Q&A platform. We find that the introduction of ChatGPT led to a reduction in the number of high-quality answers provided by users, particularly among highly engaged contributors, despite an overall increase in answers. We identify two key mechanisms: (1) increased perceived question sophistication despite no actual change in content and (2) reduced motivation of loyal users in providing answers in the face of AI-generated alternatives. The findings suggest that while generative AI can facilitate value creation on user-generated content (UGC) platforms, it also poses challenges in retaining core contributors and managing content quality. The paper contributes to the literature on the impact of AI adoption on platforms and suggests practical implications for UGC platform management, such as the need for AI content disclosure measures to retain engaged users.

Abstract Image

生成式人工智能对用户贡献的影响:来自编码问答平台的证据
本研究调查了生成式人工智能(以 ChatGPT 的引入为例)对编码问答平台中用户贡献的短期影响。我们发现,ChatGPT 的引入导致用户提供的高质量答案数量减少,尤其是在高度参与的贡献者中,尽管答案数量总体上有所增加。我们发现了两个关键机制:(1)尽管内容没有发生实际变化,但用户感知到的问题复杂程度却提高了;(2)面对人工智能生成的答案,忠实用户提供答案的积极性降低了。研究结果表明,虽然人工智能生成技术可以促进用户生成内容(UGC)平台的价值创造,但它也给留住核心贡献者和管理内容质量带来了挑战。本文对有关人工智能应用对平台影响的文献做出了贡献,并提出了对 UGC 平台管理的实际影响,例如需要采取人工智能内容披露措施来留住参与其中的用户。
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来源期刊
Marketing Letters
Marketing Letters BUSINESS-
CiteScore
5.90
自引率
5.60%
发文量
51
期刊介绍: Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett
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