Abstract
Based on behavioral economics theory and economic experimental methods, this study aims to explore whether consumers' perceived value, purchase decision, and trust in the entire online shopping process will be affected by AI explainability and anthropomorphism. By performing online and offline experiment, the study collect and analyze data on perceived capability, subjective trust and objective decision under different AI interaction conditions. This comprehensive approach is designed to ensure the broad applicability and far-reaching implications of the findings, which are expected to provide valuable insights into the application of AI to e-commerce platforms and lay a solid foundation for future research and practice in this field.