Wan-Yun Ma

Does humanlike AI nudge live-stream impulse buying? Dual moderation through consumers’ AI self-efficacy and AI self-competency

This study advances the human-machine commerce literature by examining and explaining the rationality paradox, and extends traditional unidirectional PSI into bidirectional algorithmic synergy, demonstrating how distinct dimensions of AI literacy act as either propulsive accelerators or cognitive brakes in high-arousal environments.