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Abstract: This study examines how central processing factors (information authenticity, information literacy) and peripheral motivations (entertainment, socialization, status seeking, passing time) influence user trust and purchase intentionon short video platforms, considering the context of rapidly expanding AI-generated content. Drawing on the Elaboration Likelihood Model and Uses and Gratifications Theory, a dual-pathway model was tested using survey data from 652 Chineseusers and analyzed via PLS-SEM and multi-group analysis. Results show both central and peripheral routes significanty impacttrust and sharing intention, which mediate continuance and purchase intentions. Central-route factors primarily drive trust.while peripheral motivations stimulate sharing. Gender differences emerged: women are more influenced by social and entertainment motives, men by status and utilitarian needs. Findings highlight the need for platforms to enhance content authenticity and user literacy, and to tailor motivational strategies for different user groups. This rescarch extends theoretical understanding of user engagement and provides actionable implications for platfom design and digital marketing in the AI-generated content era.

 

Keywords:  AI-generated content; Short video platforms; Elaboration Likelihood Model; Uses and Gratifications Theory;Purchase intention.