The Influence of AI-Generated Content on Consumer Decision-Making in Live Streaming Commerce: The Moderating Role of Digital Trust
Keywords:
Live streaming commerce, Impulse buying, Fear of Missing Out (FOMO), Consumer behavior, Digital marketingAbstract
The rapid growth of live streaming commerce has transformed consumer purchasing behavior, while the integration of Artificial Intelligence (AI) has introduced new forms of content delivery through AI-generated content. This study aims to analyze the influence of AI-generated content on consumer decision-making in live streaming commerce, with digital trust serving as a moderating variable. A quantitative research approach was employed using survey data collected from users who have experience with live streaming commerce platforms. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach to examine both direct and moderating effects. The results indicate that AI-generated content has a positive and significant effect on consumer decisions. Elements such as personalization, interactivity, and informativeness enhance consumer engagement and increase the likelihood of both planned and impulsive purchases. Furthermore, the findings reveal that digital trust significantly moderates this relationship. When digital trust is high, the influence of AI-generated content on consumer decisions becomes stronger, whereas low levels of trust weaken its effect. This study contributes to the literature by integrating technological and psychological perspectives, particularly by positioning digital trust as a moderating variable in the relationship between AI-generated content and consumer behavior. The findings also provide practical implications for businesses, emphasizing the importance of not only leveraging AI technologies but also building consumer trust through transparency, credibility, and ethical practices. Overall, the study highlights that the effectiveness of AI-generated content in live streaming commerce is highly dependent on the level of digital trust.
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Copyright (c) 2026 Ansheng Liu, Qianying Qianying, Weixiang Weixiang
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