Modeling Consumer Reactions to AI-Generated Content on E-Commerce Platforms: A Trust–Risk Dual Pathway Framework with Ethical and Platform Responsibility Moderators

With the widespread integration of Artificial Intelligence-Generated Content (AIGC) into e-commerce platforms, understanding how users perceive, evaluate, and respond to such content has become a critical issue for both academia and industry. This study examines the influence mechanism of AIGC Content Quality (AIGCQ) on users’ Purchase Intention (PI) by constructing a cognitive model centered on Trust (TR) and Perceived Risk (PR). Additionally, it introduces two moderating variables—Ethical Concern (EC) and Perceived Platform Responsibility (PLR)—to explore higher-order psychological influences. The research variables were identified through a systematic literature review and expert interviews, followed by structural equation modeling based on data collected from 507 e-commerce users. The results indicate that AIGCQ significantly reduces users’ PR and enhances TR, while PR negatively and TR positively influence PI, validating the fundamental dual-pathway structure. However, the moderating effects reveal unexpected complexities: PLR simultaneously amplifies both the negative effect of PR and the positive effect of TR on PI, presenting a “dual amplification” pattern; meanwhile, EC weakens the strength of both pathways, manifesting a “dual attenuation” effect. These findings highlight the nonlinear cognitive mechanisms underlying users’ acceptance of AIGC, suggesting that PLR and EC influence decision-making in more intricate ways than previously anticipated. By uncovering the unanticipated patterns in moderation, this study extends the boundary conditions of the trust–risk theoretical framework within AIGC contexts. In practical terms, it reveals that PLR acts as a “double-edged sword,” providing more nuanced guidance for platform governance of AI-generated content, including responsibility frameworks and ethical labeling strategies.