Generative AI-Powered Technological Persuasion in Consumer-Centric Global E-Commerce: A Systematic Literature Review

Generative Artificial Intelligence (GenAI) has emerged as a transformative technology in the global e-commerce industry. This study provides a structured review of research on GenAI, focusing on consumer behavior in e-commerce marketing. A systematic literature review was conducted using 148 articles retrieved from Scopus, Web of Science, and Google Scholar; 49 studies met the standard by the POWER framework (Planning, Operationalization, Writing, Embedded/Evaluating, and Reflecting) and the SPAR-4-SLR protocol (Scientific Procedures and Rationales for Systematic Literature Reviews). The review synthesizes evidence using the Theory, Context, Characteristics, and Methodology (TCCM) framework together with the Antecedents, Decisions, and Outcomes (ADO) framework. The review emphasizes factors such as realism, social presence, personalization, trans-parasocial relationship, and human-likeness that affect consumer perceptions of GenAI, shaping adoption, usage intention, and purchasing behavior. The evidence further indicates integrating GenAI enhances content creation, GenAI-driven personalized advertising, realistic AI interactions through virtual-influencer strategies, and GenAI-assisted customer service via anthropomorphic shopping assistants, thereby shaping consumer behavior. The study advances the literature through a state-of-the-art synthesis, an integrated TCCM-ADO review, a conceptual framework grounded in the Theory of Interactive Media Effects (TIME), and a prioritized future research agenda for marketers, policymakers, and researchers.