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

In: Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026)

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  • Yudong Chang

    (Beijing Polytechnic University)

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.

Suggested Citation

  • Yudong Chang, 2026. "Research on Intelligent Narrative and Consumer Trust Construction in Short-Video E-Commerce," Advances in Economics, Business and Management Research, in: Hongbo Li & Daowen Qiu & Hui An & Yahua Xu & Liew Chee Yoong (ed.), Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026), pages 328-337, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-640-1_31
    DOI: 10.2991/978-94-6239-640-1_31
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