Abstract
This study examines factors driving purchase intention in AI-generated short-form commerce videos across China, Thailand, and Vietnam. Integrating the Information Adoption Model with AI-specific affective factors, we analyzed 987 consumer responses using structural equation modeling. Findings reveal distinct market patterns: argument quality dominates in Vietnam, while source credibility leads in Thailand. Notably, perceived uncanniness positively impacts purchase intention across all markets, serving as an attention-eliciting novelty rather than a deterrent. These results challenge Uncanny Valley assumptions and emphasize the importance of localized AIGC strategies that prioritize informational utility or credibility based on specific cultural contexts.
Recommended Citation
Nguyen, Dac Trung Huy; Nguyen, Thi Xuan Ly; Pham, Dinh Ngoc Tram; Duong, Thi Ky Duyen; and Hoang, Vuong Tuong Vy, "The AI Generated Content Persuasion: What Drives Purchase Intention on Short-Form Videos in China, Thailand, and Vietnam?" (2026). ICEB 2026 Proceedings (Beijing, China). 88.
https://aisel.aisnet.org/iceb2026/88