Abstract
AI-enabled marketing is reshaping live-streaming e-commerce, especially for green agricultural products with high information asymmetry. Drawing on the expectation-confirmation model, this study examines how intelligent interaction confirmation influences instant purchase intention through AI-empowered perceived brand value, AI marketing user experience satisfaction, and trust-based reliance. Survey data from 350 Douyin consumers of Gannan navel oranges were analyzed using SEM. Results show that interaction confirmation enhances brand value and user experience, while trust-based reliance has the strongest effect on instant purchase intention. The findings extend ECM to AI marketing and offer practical implications.
Recommended Citation
Wu, Qin, "User Experience, Trust-Based Reliance, and Instant Purchase Decision-Making in AI-Empowered Marketing: An Extended ECM Model in Live-Streaming E-Commerce for Green Agricultural Products" (2026). ICEB 2026 Proceedings (Beijing, China). 120.
https://aisel.aisnet.org/iceb2026/120