The Influence of AI Innovation and ESG Performance on Smartphone Repurchase Intention in China’s Omnichannel Retail: The Dual-Drive and Trust-Threshold Repurchase Model

To develop and test an integrated model explaining how AI innovation (operationalized as functional integration, user experience enhancement, and personalized recommendation) and environmental, social and governance (ESG) performance (environmental protection, social responsibility, corporate governance) jointly drive consumers' omnichannel repurchase intention, with perceived risk acting as a trust-threshold constraint (rooted in risk-perception and trust theories) that regulates the conversion from attitude to behavioral intention.Design/methodology/approach: A quantitative survey was conducted in China's smartphone omnichannel retail context (n=425), with data analyzed via structural equation modelling (SEM) in AMOS 24.0 and moderation tests (SPSS 27.0).Findings: AI innovation forms a technological driving force by enhancing perceived ease of use (β=0.562) and perceived usefulness (β=0.306).As a utility enabler and amplifier, ESG performance strengthens the conversion from technology perception to attitude (interaction β=0.387, p