Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026)

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Research on Intelligent Narrative and Consumer Trust Construction in Short-Video E-Commerce

Authors
Yudong Chang1, *
1Beijing Polytechnic University, Beijing, 100176, China
*Corresponding author. Email: 103127@bpu.edu.cn
Corresponding Author
Yudong Chang
Available Online 20 April 2026.
DOI
10.2991/978-94-6239-640-1_31How to use a DOI?
Keywords
Short-Video E-Commerce; Intelligent Narrative; Consumer Trust; Human-AI Collaboration
Abstract

Facing content homogenization and rising consumer ad tolerance in short-video e-commerce, Generative AI (AIGC) is shifting from a tool to a narrative paradigm reconstructor. This study explores how AIGC-driven intelligent narration affects consumer trust. Grounded in Human–AI Collaboration Theory and the Elaboration Likelihood Model, we propose a moderated mediation framework. Three features of intelligent narration—large-scale personalization, interactive plasticity, and process transparency—influence cognitive and affective trust via perceived authenticity, professional competence, and value identification. These paths are moderated by product type (search vs. experience goods) and AI disclosure status. Through theoretical deduction and multi-case analysis, we explain trust formation under human–AI collaboration. The study constructs an intelligent narration framework, reveals a dual-path trust mechanism and a “transparency paradox,” offering strategic insights for balancing innovation and trust.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
20 April 2026
ISBN
978-94-6239-640-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-640-1_31How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yudong Chang
PY  - 2026
DA  - 2026/04/20
TI  - Research on Intelligent Narrative and Consumer Trust Construction in Short-Video E-Commerce
BT  - Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026)
PB  - Atlantis Press
SP  - 328
EP  - 337
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-640-1_31
DO  - 10.2991/978-94-6239-640-1_31
ID  - Chang2026
ER  -