Abstract
With the rapid development of generative AI technology, the consumer economy, behavioral interaction patterns, and decision-making mechanisms are undergoing a comprehensive transformation. Among these, the apparel industry—characterized by strong visual presentation, aesthetic experiences, and immediate feedback—has emerged as a prime application scenario for generative AI technology. Although existing research has demonstrated that generative AI will have a substantial impact on human economic consumption behavior, studies on how this technology empowers consumer decision-making in the specific context of apparel livestreaming remain scarce. In particular, there is a significant lack of research on the psychology of consumer decision-making related to content generation, emotional interaction, and scenario integration. Based on the Stimulus-Organism-Response (SOR) theory, this paper employs a combination of literature review, case study and questionnaire survey methods. Taking virtual try-on, smart shopping assistance and AI virtual host as independent variables, perceived trust and perceived enjoyment as mediating variables, and consumer decision-making as the dependent variable, the study systematically examines the mechanisms through which these three types of AI functions influence consumer decision-making in live-streamed clothing sales, drawing on 208 valid responses. Through validity and reliability tests, correlation analysis and Bootstrap mediation tests, it was concluded that the functions of all three types of artificial intelligence have a significant positive impact on consumers’ purchasing decisions, with the smart shopping assistant AI exerting the strongest influence; perceived trust is the most stable mediating variable, playing a consistent partial mediating role across all three pathways; however, the mediating effect of perceived fun is function-dependent and did not reach statistical significance in the context of virtual presenters. The study identified distinct transmission patterns among technical functions, psychological mechanisms and decision-making behaviour, thereby providing theoretical support and practical guidance for apparel enterprises seeking to refine their digital marketing strategies and design intelligent consumer experiences.
Keywords:
- Keyword: Generative AI
- Keyword: purchasing decisions
- Keyword: apparel industry
- Keyword: live-streamed e-commerce
- Keyword: consumer economy
How to Cite:
Jiang, Y. & Zhao, X., (2026) “A Study on the Impact of Generative AI on Consumer Decision-Making in Live-Streamed E-commerce within the Apparel Industry”, Journal of Financial and Economic Dynamics 1(3), 45-82.