Research on Intelligent Narrative and Consumer Trust Construction in Short-Video E-Commerce

Yudong Chang ()
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Yudong Chang: Beijing Polytechnic University

A chapter in Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026), 2026, pp 328-337 from Springer

Abstract: Abstract Facing content homogenization and rising consumer ad tolerance in short-video e-commerce, Generative AI (AIGC) is shifting from a tool to a narrative paradigm reconstructor. This study explores how AIGC-driven intelligent narration affects consumer trust. Grounded in Human–AI Collaboration Theory and the Elaboration Likelihood Model, we propose a moderated mediation framework. Three features of intelligent narration—large-scale personalization, interactive plasticity, and process transparency—influence cognitive and affective trust via perceived authenticity, professional competence, and value identification. These paths are moderated by product type (search vs. experience goods) and AI disclosure status. Through theoretical deduction and multi-case analysis, we explain trust formation under human–AI collaboration. The study constructs an intelligent narration framework, reveals a dual-path trust mechanism and a “transparency paradox,” offering strategic insights for balancing innovation and trust.

Keywords: Short-Video E-Commerce; Intelligent Narrative; Consumer Trust; Human-AI Collaboration (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-640-1_31

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DOI: 10.2991/978-94-6239-640-1_31

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