cross-border e-commerce and AI

In recent years, with the rapid development of generative AI, it has become a popular topic in various fields. This study, based on the Stimulus-Organism-Response (SOR) theory, explores the impact of generative AI on customer experience, trust, purchase intention, and loyalty in cross-border e-commerce platforms, with perceived risk as a moderating variable. The empirical design uses data from a questionnaire survey to investigate how generative AI influences customer behavior. The results show that the characteristics of generative AI, such as personalization and customer interaction, act as external stimuli, prompting consumers to experience trust and positive feelings during use. This, in turn, affects their purchase intention and enhances their loyalty. Additionally, consumers' perceived risk of products or services and perceived risk of online transactions also impact their experience and loyalty. Finally, practical and managerial implications based on these findings are proposed to help cross-border e-commerce platforms better utilize generative AI technology, thereby improving their performance.