Purpose ?This paper conducts a thematic review to synthesize fragmented literature on consumer trust in AI oriented live streaming commerce and proposes an integrative framework to explain how technological stimuli cultivate consumer trust. Methodology approach ?Adopting a systematic thematic review approach, this study synthesizes literature from the intersection of live streaming commerce, AI technology, and consumer trust. The Stimulus-Organism-Response (S-O-R) framework serves as the organizing structure for thematic synthesis. Findings ?Five core themes are identified including reconceptualization of trust dimensions in AI oriented contexts, AI algorithm transparency as a technological stimulus, AI streamer anthropomorphism as a relational stimulus, risk perception as the central organismic mechanism, and technology literacy and product involvement as boundary conditions. An integrative model is proposed wherein transparency reduces cognitive uncertainty while anthropomorphism reduces psychological distance, both converging on risk reduction to cultivate trust. Theoretical Value: This review extends TAM, TTT, and SET by specifying the dual-path mechanism and dual-stage moderated mediation framework, offering both theoretical advancement and practical guidance for AI-driven live streaming commerce.
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