{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,3]],"date-time":"2026-08-03T23:19:09Z","timestamp":1785799149249,"version":"3.56.0"},"reference-count":105,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2025,10,1]],"date-time":"2025-10-01T00:00:00Z","timestamp":1759276800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100007938","name":"Qingdao University of Science and Technology","doi-asserted-by":"crossref","award":["WST2021020"],"award-info":[{"award-number":["WST2021020"]}],"id":[{"id":"10.13039\/501100007938","id-type":"DOI","asserted-by":"crossref"}]},{"DOI":"10.13039\/501100002512","name":"Kookmin University","doi-asserted-by":"crossref","id":[{"id":"10.13039\/501100002512","id-type":"DOI","asserted-by":"crossref"}]}],"content-domain":{"domain":["www.mdpi.com"],"crossmark-restriction":true},"short-container-title":["JTAER"],"abstract":"<jats:p>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\u2019 Purchase Intention (PI) by constructing a cognitive model centered on Trust (TR) and Perceived Risk (PR). Additionally, it introduces two moderating variables\u2014Ethical Concern (EC) and Perceived Platform Responsibility (PLR)\u2014to 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\u2019 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 \u201cdual amplification\u201d pattern; meanwhile, EC weakens the strength of both pathways, manifesting a \u201cdual attenuation\u201d effect. These findings highlight the nonlinear cognitive mechanisms underlying users\u2019 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\u2013risk theoretical framework within AIGC contexts. In practical terms, it reveals that PLR acts as a \u201cdouble-edged sword,\u201d providing more nuanced guidance for platform governance of AI-generated content, including responsibility frameworks and ethical labeling strategies.<\/jats:p>","DOI":"10.3390\/jtaer20040257","type":"journal-article","created":{"date-parts":[[2025,10,1]],"date-time":"2025-10-01T07:58:13Z","timestamp":1759305493000},"page":"257","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Modeling Consumer Reactions to AI-Generated Content on E-Commerce Platforms: A Trust\u2013Risk Dual Pathway Framework with Ethical and Platform Responsibility Moderators"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0009-0009-8381-6104","authenticated-orcid":false,"given":"Tao","family":"Yu","sequence":"first","affiliation":[{"name":"China-Korea International Institute of Visual Arts Research, Qingdao University of Science and Technology, Qingdao 260061, China"},{"name":"Department of Smart Experience Design, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0745-6687","authenticated-orcid":false,"given":"Younghwan","family":"Pan","sequence":"additional","affiliation":[{"name":"Department of Smart Experience Design, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0000-2695-6746","authenticated-orcid":false,"given":"Wansok","family":"Jang","sequence":"additional","affiliation":[{"name":"College of Communication, Qingdao University of Science and Technology, Qingdao 260061, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,10,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"356","DOI":"10.1145\/3689641","article-title":"Revolutionizing Visuals: The Role of Generative AI in Modern Image Generation","volume":"20","author":"Bansal","year":"2024","journal-title":"ACM Trans. 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