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Would a Large Language Model Pay Extra for a View? Inferring Willingness to Pay from Subjective Choices

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์ €์ž

Manon Reusens, Sofie Goethals, Toon Calders, David Martens

๐Ÿ’ก ๊ฐœ์š”

๋ณธ ์—ฐ๊ตฌ๋Š” ์—ฌํ–‰ ๋„์šฐ๋ฏธ ๋งฅ๋ฝ์—์„œ ๋Œ€๊ทœ๋ชจ ์–ธ์–ด ๋ชจ๋ธ(LLM)์ด ์ฃผ๊ด€์ ์ธ ์„ ํƒ์„ ๋‚ด๋ฆด ๋•Œ ์‚ฌ์šฉ์ž์˜ ์ง€๋ถˆ ์˜์‚ฌ(WTP)๋ฅผ ์ถ”๋ก ํ•˜๋Š” ๋ฐฉ๋ฒ•์„ ํƒ๊ตฌํ•ฉ๋‹ˆ๋‹ค. LLM์˜ ์‘๋‹ต์„ ๋‹คํ•ญ ๋กœ์ง“ ๋ชจ๋ธ๋กœ ๋ถ„์„ํ•˜์—ฌ WTP๋ฅผ ๋„์ถœํ•˜๊ณ  ์ธ๊ฐ„ ๋ฒค์น˜๋งˆํฌ์™€ ๋น„๊ตํ–ˆ์œผ๋ฉฐ, ์ •๋ณด ์ œ๊ณต ๋ฐ ํŽ˜๋ฅด์†Œ๋‚˜ ๊ธฐ๋ฐ˜ ํ”„๋กฌํ”„ํŠธ์™€ ๊ฐ™์€ ํ˜„์‹ค์ ์ธ ์กฐ๊ฑด์—์„œ ๋ชจ๋ธ ํ–‰๋™์˜ ๋ณ€ํ™”๋ฅผ ์กฐ์‚ฌํ–ˆ์Šต๋‹ˆ๋‹ค.

๐Ÿ”‘ ์‹œ์‚ฌ์  ๋ฐ ํ•œ๊ณ„

โ€ข
LLM์ด ์ฃผ๊ด€์ ์ธ ์„ ํƒ์—์„œ ์˜๋ฏธ ์žˆ๋Š” ์ง€๋ถˆ ์˜์‚ฌ(WTP) ๊ฐ’์„ ๋„์ถœํ•  ์ˆ˜ ์žˆ์œผ๋‚˜, ์†์„ฑ ์ˆ˜์ค€์—์„œ ์ฒด๊ณ„์ ์ธ ํŽธ์ฐจ๋ฅผ ๋ณด์ž…๋‹ˆ๋‹ค.
โ€ข
LLM์€ ํŠนํžˆ ๋น„์‹ผ ์˜ต์…˜์ด๋‚˜ ๋น„์ฆˆ๋‹ˆ์Šค ์ง€ํ–ฅ์ ์ธ ํŽ˜๋ฅด์†Œ๋‚˜๊ฐ€ ๋„์ž…๋  ๋•Œ ์ „๋ฐ˜์ ์œผ๋กœ ์ธ๊ฐ„ WTP๋ฅผ ๊ณผ๋Œ€ํ‰๊ฐ€ํ•˜๋Š” ๊ฒฝํ–ฅ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
โ€ข
๊ณผ๊ฑฐ ์„ ํ˜ธ๋„์— ๋Œ€ํ•œ ์ •๋ณด๋ฅผ ๋ชจ๋ธ์— ์กฐ๊ฑดํ™”ํ•˜๋ฉด ์ธ๊ฐ„ ๋ฒค์น˜๋งˆํฌ์— ๋” ๊ฐ€๊นŒ์šด ๊ฐ€์น˜ ํ‰๊ฐ€๊ฐ€ ๊ฐ€๋Šฅํ•˜๋ฉฐ, ์ด๋Š” LLM ๊ธฐ๋ฐ˜ ์˜์‚ฌ ๊ฒฐ์ • ์ง€์› ์‹œ์Šคํ…œ์˜ ์‹ ์ค‘ํ•œ ์„ค๊ณ„ ๋ฐ ์‚ฌ์šฉ์ž ํ‘œํ˜„์˜ ์ค‘์š”์„ฑ์„ ๊ฐ•์กฐํ•ฉ๋‹ˆ๋‹ค.
๐Ÿ‘