A Study on the Impact of Generative AI on Consumer Decision-Making in Live-Streamed E-commerce within the Apparel Industry
Keywords:
Generative AI, purchasing decisions, apparel industry, live-streamed e-commerce, consumer economyAbstract
With the rapid development of generative AI technology, the consumer economy, behavioral interaction patterns, and decision-making mechanisms are undergoing a comprehensive transformation. Among these, the apparel industry—characterized by strong visual presentation, aesthetic experiences, and immediate feedback—has emerged as a prime application scenario for generative AI technology. Although existing research has demonstrated that generative AI will have a revolutionary impact on human economic consumption behavior, studies on how this technology empowers consumer decision-making in the specific context of apparel livestreaming remain scarce. In particular, there is a significant lack of research on the psychology of consumer decision-making related to content generation, emotional interaction, and scenario integration. Building upon the Stimulus-Organism-Response (SOR) theory, this study employs a combination of literature review, case study, and questionnaire survey methods to systematically examine the mechanisms through which three primary functions of generative AI—virtual try-on, smart shopping assistants, and virtual hosts—influence consumer decision-making in fashion livestreaming. Through reliability and validity tests, correlation analysis, and Bootstrap mediation tests, the study concludes that all three AI functions have a significant positive impact on consumer decision-making, with smart shopping assistants exhibiting the greatest overall effect on consumption. Perceived trust plays a stable partial mediating role across all three pathways, whereas the mediating effect of perceived fun is function-dependent and does not reach statistical significance in the virtual host context. The study identifies distinct transmission patterns among technological functions, psychological mechanisms, and decision-making behaviors, providing theoretical support and practical guidance for apparel enterprises to refine their digital marketing strategies and design intelligent consumer experiences.
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Copyright (c) 2026 Xueyu Zhao, Yi Jiang (Author)
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