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GenAI literacy and perceived decision quality in e-commerce: the mediating role of perceived information overload and the moderating role of consumer involvement

Generative artificial intelligence (GenAI) is increasingly used to support product search, comparison, and evaluation in e-commerce. However, consumers differ in their ability to use and critically evaluate GenAI-generated information, which may shape their perceived information overload and decision outcomes. Grounded in Information Processing Theory, this study examines the association between GenAI literacy and perceived decision quality, the mediating role of perceived information overload, and the moderatin…

By the Truvace desk1 min read1 sourcePeer-reviewedTRV-2026-2173· cite & verify
GenAI literacy and perceived decision quality in e-commerce: the mediating role of perceived information overload and the moderating role of consumer involvement
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In brief

A survey of 401 Chinese college students examined how skill in using and critically evaluating generative AI relates to online shopping decisions. Analysis found that more literate users reported less information overload and rated their own purchase decisions more highly.

The work matters because AI tools are increasingly used for product search and comparison, and the results suggest consumer capability shapes whether they help or burden shoppers. Because the data are self-reported associations from one student sample, causation and wider applicability remain unestablished.

Main points

  1. The sample was an online survey of 401 Chinese college students, analyzed with confirmatory factor analysis and bootstrapped mediation and moderation procedures.
  2. Perceived information overload was negatively associated with perceived decision quality and explained a significant indirect link from GenAI literacy to decision quality.
  3. Consumer involvement moderated the literacy-overload link, which was stronger at higher involvement levels.
  4. The authors recommend strengthening critical GenAI literacy and adapting AI-supported information presentation to different involvement levels.

The gain

Among 401 Chinese college students, greater GenAI literacy was associated with lower perceived information overload and higher perceived decision quality in e-commerce.

The rundown

The study is grounded in Information Processing Theory and treats GenAI literacy as the ability to use and critically evaluate AI-generated information during product search, comparison, and evaluation.

Results show a mediation pattern: literacy relates to less perceived overload, and less overload relates to better perceived decision quality, producing a significant indirect association alongside the direct one.

Involvement acted as a moderator, so motivated consumers with higher literacy reported a stronger reduction in perceived cognitive burden. The authors frame capability and motivation as jointly shaping perceptions.

Sources

  1. Peer-reviewedFrontiers in Psychology2026-10-21

The debate