Study protocol outlines evaluation of consumer trust and purchase intention across review types, indicating proposed experimental methodology.
This paper studies how AI-generated online reviews may affect consumer trust and purchase intention. It compares human-written reviews, AI-generated reviews without disclosure, and AI-generated reviews with clear AI disclosure. The study focuses on review credibility, authenticity, usefulness, consumer trust, and willingness to purchase. A 24-question Google Forms questionnaire and a sample of approximately 150–300 respondents are proposed for the study. No data has been collected yet, so this paper does not present actual results. Instead, it provides the research questions, objectives, hypotheses, methodology, proposed data analysis, recommendations, limitations, and future research directions.
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Rahulkanth PS (2026) studied this question.