2026-10-12T12:13:04Z https://www.scidb.cn/oai

10.57760/sciencedb.22918 2026-07-24T15:39:14Z

2026-07-24 Consumer Trust and AI Technological Characteristics in E-Commerce Platform Usage Intention: An Extension of TAM and TRA doi:10.57760/sciencedb.22918 en Integrating the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), this study investigates the micro-mechanisms through which consumers translate subjective norm (SN) and technological cognition into usage intention (UI) within AI-driven e-commerce contexts. Based on a quota sample of 896 e-commerce platform users in Taiwan, the conceptual framework was tested using covariance-based structural equation modeling (CB-SEM) and conditional process analysis. The empirical results indicate that perceived usefulness (PU) and perceived ease of use (PEOU) significantly and positively affect UI. Notably, consumer trust (CT) constitutes the most potent direct driver and core mediating pathway, successfully internalizing external SN and instrumental beliefs. Conversely, AI transparency (AIT), AI personalization (AIP), and AI interactivity (AII) function not as direct antecedents, but as critical contextual cues that significantly moderate the transmission efficiency from technological cognition to UI. These findings clarify the "cognitive–psychological–behavioral" boundary conditions in smart retailing, providing theoretical foundations for trustworthy AI governance and precision retail design. perceived usefulness; perceived ease of use; subjective norms; consumer trust; AI technological characteristics; usage intention Chang, Horng-Jinh Chen, Chen-Hsiu PUBLIC https://creativecommons.org/licenses/by/4.0/ dataset Science Data Bank