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Artificial intelligence (AI) assists e-commerce users in making transaction decisions through voice, image search, and recommendation features thereby improving shopping efficiency. AI has transformed consumer experience...

BackgroundAI anchors are increasingly deployed in live-streaming commerce, raising the question of whether they can substitute for human anchors. Prior studies have documented differences in consumer responses to these a...

IntroductionThis study investigates the cognitive judgment justification mechanism underlying consumer purchase intention formation in AI-based information environments, particularly within the experience-good context of...