Enterprise AI Analysis
Generative artificial intelligence heuristic cues, trust and continuous intention of CBeC platform and the moderating role of information overload
This study examines how Generative Artificial Intelligence (GAI) technological affordance heuristic (TAH) cues—including website vividness, perceived anthropomorphism, personalization, and website design—influence user trust and continuous use intention in cross-border e-commerce (CBeC) platforms. It also investigates the mediating role of trust and the moderating role of information overload. Findings indicate that website vividness, personalization, and website design positively impact trust, which in turn significantly influences continuous use intention. Information overload strengthens these relationships. Perceived anthropomorphism, however, had no significant effect on trust or continuous use intention, suggesting potential 'uncanny valley' effects in B2B contexts. The research expands heuristic theory by integrating GAI TAH cues and highlights the importance of trust and information overload in GAI adoption within CBeC.
Executive Impact: Key Metrics
Quantifying the influence of GAI heuristic cues on trust and continuous use intention in CBeC platforms.
0.543
Trust's Explanatory Power (Adj. R²)
0.324
Continuous Use Intention's Explanatory Power (Adj. R²)
0.413
Website Design's Impact on Trust (Std. Beta)
0.571
Trust's Impact on Continuous Use Intention (Std. Beta)
Deep Analysis & Enterprise Applications
Select a topic to dive deeper, then explore the specific findings from the research, rebuilt as interactive, enterprise-focused modules.
Enterprise Process Flow
Website Vividness
→
Perceived Anthropomorphism
→
Personalization
→
Website Design
→
Information Overload (Moderator)
→
Trust (Mediator)
→
Continuous Use Intention
| Hypothesis | Relationship | Decision |
|---|---|---|
| H1 | Website Vividness → Trust |
|
| H2 | Perceived Anthropomorphism → Trust |
|
| H3 | Personalization → Trust |
|
| H4 | Website Design → Trust |
|
| H5 | Trust → Continuous Use Intention |
|
| H6 | IF*Website Vividness → Trust (Moderated) |
|
| H7 | IF*Perceived Anthropomorphism → Trust (Moderated) |
|
| H8 | IF*Personalization → Trust (Moderated) |
|
| H9 | IF*Website Design → Trust (Moderated) |
|
| H10 | Website Vividness → Trust → Continuous Use Intention (Mediated) |
|
| H11 | Perceived Anthropomorphism → Trust → Continuous Use Intention (Mediated) |
|
| H12 | Personalization → Trust → Continuous Use Intention (Mediated) |
|
| H13 | Website Design → Trust → Continuous Use Intention (Mediated) |
|
Information Overload's Amplifying Role
The study reveals that information overload significantly strengthens the positive impact of website vividness, personalization, and website design on trust. When users are overwhelmed with information, they rely more heavily on heuristic cues to make rapid judgments. For instance, a vivid website design helps cut through the noise, making the GAI tool appear more reliable and professional, thereby enhancing trust and continuous intention. This finding is crucial for CBeC platforms in dense information environments.
β=0.051 (p=0.141)
Perceived Anthropomorphism Effect on Trust
Advanced ROI Calculator
Estimate the potential annual savings and reclaimed hours by implementing GAI-driven heuristic cues to enhance user trust and continuous engagement on your CBeC platform. Adjust the parameters to fit your enterprise context.
Annual Savings
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AI Implementation Roadmap
A strategic roadmap for integrating GAI heuristic cues to build trust and foster continuous use intention on your Cross-Border e-Commerce (CBeC) platform.
Phase 1: Heuristic Cue Assessment & Design
Conduct an audit of current platform interfaces to identify areas for enhancing website vividness, personalization, and website design. Focus on clear, unambiguous presentation and user-centric flows. Develop initial GAI TAH cue designs to maximize cognitive ease.
Phase 2: Trust-Centric GAI Integration
Implement GAI tools with a strong emphasis on transparency, data security, and explainable recommendations. Integrate vividness (e.g., dynamic product visualizations), personalization (e.g., adaptive content), and intuitive website design features. Avoid excessive anthropomorphism to mitigate 'uncanny valley' effects in B2B contexts.
Phase 3: Information Overload Mitigation & Moderation
Design GAI assistance to activate strategically during high information overload scenarios (e.g., complex logistics, pricing). Leverage heuristic cues to simplify decision-making in these contexts, strengthening trust and reliance. Continuously monitor user cognitive load.
Phase 4: Continuous Engagement & Optimization
Track continuous use intention metrics and user feedback. Iterate GAI TAH cue designs and trust-building strategies based on performance. Explore new GAI applications that further reduce cognitive burden and enhance perceived reliability, ensuring long-term vendor loyalty.
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