(Retracted) Study on factors influencing e-commerce in short videos based on artificial intelligence-supported recommendation

Abstract

Short video platforms, represented by TikTok, are gaining popularity across the world. Although mainly for entertainment and social interactions, short video mobile apps are intensively testing embedded e-commerce in short videos based on artificial intelligence (AI)-supported recommendation in the United States, Europe, China, and other countries and regions. To study users’ acceptance of embedded e-commerce in short videos based on AI-supported recommendation, we make an analysis with a number of factors as independent variables, concluding that perceived risk and perceived cost have a significant negative influence on purchase intention, whereas other independent variables have a significant positive influence on purchase intention. In addition, perceived enjoyment and conformity, embodying the entertainment and social features of short video apps, have a significant positive influence on perceived usefulness. We provide a guideline for enterprises to improve functions of the technology and informs public oversight of the technology’s development.