Effects of AI-assisted review presentation formats on consumer decision-making efficiency from a cognitive load perspective

Abstract The value of experiential products, such as movies, is difficult to directly perceive, making online reviews a key factor in decision-making. The overwhelming volume of reviews exacerbates information overload, increasing the cognitive burden on consumers during decision-making. Therefore,...

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Detalhes bibliográficos

Principais autores:	Qi Wang, Yuwei Wang, Tianyu Wei, Si Fu
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Nature Portfolio 2026-03-01
coleção:	Scientific Reports
Assuntos:	AI-assisted review systems Cognitive Fit Theory Cognitive load Decision difficulty Review presentation format User interface design
Acesso em linha:	https://doi.org/10.1038/s41598-026-45101-3
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