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As reviews geradas por inteligência artificial (vs. Humanos) no tiktok: o impacto na qualidade percecionada do produto e na intenção de compra
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E se as reviews não fossem escritas por pessoas? A inteligência artificial (IA) está a
redefinir o marketing, abrindo caminho a novas estratégias de comunicação, especialmente ao
gerar reviews. As reviews geradas por IA destacam-se, pois produzem conteúdo objetivo e
especializado, com base na análise do rótulo de produtos. Isto é particularmente relevante em
produtos com atributos de pesquisa, nomeadamente cosméticos, pois permite gerar conteúdo que
consumidores não especializados não são capazes.
O presente estudo investiga o efeito das reviews geradas por IA (vs. humanos) na intenção
de compra e na qualidade percecionada do produto. Particularmente, é proposto que as reviews
geradas por IA (vs. humanos) aumentem esses efeitos. Adicionalmente, este estudo propõe que a
relação das reviews geradas por IA (vs. humanos) e a intenção de compra e qualidade percecionada
do produto é explicada pela perceção da credibilidade do seu conteúdo. Sugere-se também que o
efeito das reviews geradas por IA (vs. humanos) na credibilidade percebida do conteúdo aumente
quando a review é negativa (vs. positiva).
Para esta investigação, optou-se por uma abordagem experimental, conduzida através de
um questionário online. Foram recolhidas 421 respostas válidas, quantitativas, de uma amostra não
probabilística por conveniência. Após a sua análise, verificou-se que a credibilidade do conteúdo
representa uma mediação total na relação entre as reviews geradas por IA (vs. humanos) e a
intenção de compra e qualidade percecionada do produto. Os resultados obtidos não suportam o
efeito moderador da valência das reviews na relação entre a fonte da review e a credibilidade
percebida da review.
Esta investigação avança o tema ao evidenciar o impacto da credibilidade percebida que
uma review gerada por IA tem na intenção de compra e qualidade percecionada do produto. Do
ponto de vista prático, permite às empresas adaptar a sua comunicação, produzindo reviews mais
credíveis e persuasivas.
What if reviews were not written by people? Artificial intelligence (AI) is redefining marketing, paving the way for new communication strategies, especially through generating reviews. AI-generated reviews stand out because they produce objective and specialized content based on product label analysis. This is particularly relevant for products with search attributes, such as cosmetics, as it allows the creation of content that non-expert consumers are unable to produce. This study investigates the effect of AI-generated reviews (vs. human-generated) on purchase intention and perceived product quality. Specifically, it is proposed that AI-generated reviews (vs. human-generated) increase these effects. Additionally, the study suggests that the relationship between AI-generated reviews (vs. human-generated) and purchase intention and perceived quality is explained by the perceived credibility of the review content. It is also proposed that the effect of AI-generated reviews (vs. human-generated) on perceived content credibility is stronger when the review is negative (vs. positive). For this research, an experimental approach was chosen and conducted through an online questionnaire. A total of 421 valid quantitative responses were collected from a non-probabilistic convenience sample. Analysis showed that content credibility fully mediates the relationship between AI-generated reviews (vs. human-generated) and purchase intention and perceived product quality. The results did not support a moderating effect of review valence on the relationship between review source and perceived credibility. This research advances the literature by highlighting the impact of perceived credibility of AI-generated reviews on purchase intention and perceived product quality. Practically, it enables companies to adapt their communication by producing more credible and persuasive reviews.
What if reviews were not written by people? Artificial intelligence (AI) is redefining marketing, paving the way for new communication strategies, especially through generating reviews. AI-generated reviews stand out because they produce objective and specialized content based on product label analysis. This is particularly relevant for products with search attributes, such as cosmetics, as it allows the creation of content that non-expert consumers are unable to produce. This study investigates the effect of AI-generated reviews (vs. human-generated) on purchase intention and perceived product quality. Specifically, it is proposed that AI-generated reviews (vs. human-generated) increase these effects. Additionally, the study suggests that the relationship between AI-generated reviews (vs. human-generated) and purchase intention and perceived quality is explained by the perceived credibility of the review content. It is also proposed that the effect of AI-generated reviews (vs. human-generated) on perceived content credibility is stronger when the review is negative (vs. positive). For this research, an experimental approach was chosen and conducted through an online questionnaire. A total of 421 valid quantitative responses were collected from a non-probabilistic convenience sample. Analysis showed that content credibility fully mediates the relationship between AI-generated reviews (vs. human-generated) and purchase intention and perceived product quality. The results did not support a moderating effect of review valence on the relationship between review source and perceived credibility. This research advances the literature by highlighting the impact of perceived credibility of AI-generated reviews on purchase intention and perceived product quality. Practically, it enables companies to adapt their communication by producing more credible and persuasive reviews.
Descrição
Palavras-chave
Reviews online Inteligência artificial Intenção de compra Qualidade percecionada do produto Credibilidade do conteúdo Valência da review Online reviews Artificial intelligence Purchase intention Perceived product quality Content credibility Review valence
Contexto Educativo
Citação
Pulido, Rita Isabel André (2025). “As reviews geradas por inteligência artificial (vs. Humanos) no tiktok: o impacto na qualidade percecionada do produto e na intenção de compra”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão