Human-centered AI in E-commerce: Examining consumer engagement through attitude and perceived value

Background The integration of artificial intelligence (AI) into E-commerce platforms is reshaping digital consumer experiences. However, empirical evidence examining the mechanisms through which AI-related perceptions translate into consumer engagement in emerging digital economies remains limited. Purpose Drawing on the Theory of Consumption Values (TCV) as a guiding theoretical lens, this study investigates how perceived usefulness, personalization, and trust relate to consumer engagement through perceived value and consumer attitude. Research Design Using survey data collected in Malaysia and analyzed via partial least squares structural equation modeling (PLS-SEM). Results The findings indicate that consumer attitude plays a central mediating role linking AI-related perceptions to engagement behavior. Trust emerges as the strongest antecedent of consumer attitude. In contrast, the mediating role of perceived value is not statistically supported. Additionally, cultural orientation and AI literacy do not significantly moderate structural relationships. Conclusions The study contributes to AI-enabled commerce research by clarifying the relative explanatory strength of attitudinal mechanisms within a TCV-informed framework in an emerging Southeast Asian context. Practical implications emphasize the importance of trust-building, emotional alignment, and transparent AI deployment in fostering consumer engagement.