The Impact of Artificial Intelligence on Consumer Purchasing Behavior: Based on Cross-Border E-Commerce Platforms

This study uses annual panel data from 2012 to 2022 covering Amazon, eBay, Tmall, JD, TikTok, and 11 countries including the US, China, France, and the UK. A panel fixed-effects model is applied to examine how click-through rate (CTR) in four product categories—Clothes, Electrical Items, Service, and Home Appliance—affects sales volume and average order value.