生成型人工智能启发式线索,CBeC平台的信任和持续意图以及信息过载的调节作用
Xiyang Li1, Haibin Liu2,3, Tingfa Zhou4
1School of Management, Universiti Sains Malaysia (USM), Minden, 11800, Penang, Malaysia.
Scientific reports
|January 7, 2026
概括
像生动性和设计这样的生成人工智能线索提高了对跨境电子商务的信任,影响了持续使用. 然而,感知到的人形并没有显著影响信任或使用意图.
科学领域:
- 认知心理学 认知心理学
- 信息系统信息系统信息系统
- 电子商务 技术 技术 电子商务
背景情况:
- 生成型人工智能 (GAI) 越来越多地集成到电子商务平台中.
- 了解用户的信任和持续使用意图对于GAI在跨境电子商务 (CBeC) 的采用至关重要.
- 认知启发学理论为研究用户如何根据线索做出决策提供了一个框架.
研究的目的:
- 调查生成人工智能 (GAI) 技术能力启发式 (TAH) 线索 (网站生动性,感知人类形象,个性化,网站设计) 与用户对CBeC的信任和持续使用意图之间的关系.
- 检查GAI TAH线索和持续使用意图之间的信任的调解作用.
- 分析信息过载对GAI TAH线索和信任之间的关系的缓解效应.
主要方法:
- 一项使用非概率有目的抽样的定量研究收集了304个有效的答案.
- 数据分析使用部分最小平方 (PLS) 和SmartPLS 4软件进行.
- 拟议的模型测试了GAI TAH线索,信任,持续使用意图和信息过载的影响.
主要成果:
- 网站的生动性,个性化和网站设计对用户的信任产生了积极的影响.
- 信任显著调解了这些GAI TAH线索和持续使用意图之间的关系.
- 信息过载调节了GAI TAH线索和信任之间的关系,而感知到的人类形象主义没有显著的影响.
结论:
- GAI TAH的线索,特别是生动性,个性化和设计,显著提高了用户对CBeC的信任和持续使用意图.
- 信任充当一个关键的调解者,信息过载缓解了在GAI驱动的CBeC环境中信任的形成.
- 这项研究通过整合GAI TAH线索来扩展启发式理论,强调它们对CBeC信任和使用的影响.
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