AI 中文总结
该研究针对GenAI企业运营成本高的问题，基于相关理论开发框架，通过四项实验发现不同数量广告支持模型对用户升级降级的影响，为企业优化商业化策略提供了可行见解。
AI 中文摘要
随着ChatGPT等生成式人工智能（GenAI）平台改变了数字搜索查询行为，不断攀升的运营成本促使企业探索超越传统订阅模式的替代商业化策略。然而，目前人们对广告支持的替代商业化模型如何帮助GenAI企业在维持搜索查询参与度的同时收回成本知之甚少。我们基于妥协效应和情感优先理论开发了一个框架，其中广告支持的商业化模型的引入会影响用户的升级和降级决策，具体取决于可用商业化选项的数量。在四项实验（N=1063）中，研究结果表明，引入单一广告支持选项会增强妥协效应，鼓励免费用户升级，但会导致付费订阅用户降级。不过，提供两种广告支持模型会缓解这种效应，在维持订阅用户留存率的同时仍激励免费用户升级。我们发现，情感和认知评价依次介导对广告支持模型的偏好，时间侵入性（而非视觉侵入性）会调节这些效应。我们为GenAI企业提供了可操作的见解，以潜在优化收入策略，同时平衡用户对其平台上搜索查询的参与度。
英文摘要
As Generative Artificial Intelligence (GenAI) platforms, such as ChatGPT, have transformed digital search querying behavior, mounting operational costs challenge firms to explore alternative monetization strategies beyond traditional subscription models. However, little is known about how alternative advertising-supported monetization models can help GenAI firms recover costs while maintaining search query engagement. Drawing on the compromise effect and affective primacy theories, we develop a framework wherein the introduction of advertising-supported monetization models influences user upgrading and downgrading decisions, contingent on the number of available monetization options. Across four experiments (N=1063), findings reveal that introducing a single advertising-supported option enhances the compromise effect, encouraging free users to upgrade, but leading paid subscribers to downgrade. However, offering two advertising-supported models mitigates the effect, maintaining subscriber retention while still motivating free users to upgrade. We show that affective and cognitive evaluations serially mediate preference for advertising-supported models, with temporal intrusiveness, but not visual, moderating these effects. We provide actionable insights for GenAI firms on potentially optimizing revenue strategies while balancing user engagement with search queries on their platform.
CommentsAccepted for publication in Psychology & Marketing (January 2026). 44 pages, 4 figures, 3 tables
