In recent years, with the rapid development of generative AI, it has become a popular topic in various fields. This study, based on the Stimulus-Organism-Response (SOR) theory, explores the impact of generative AI on customer experience, trust, purchase intention, and loyalty in cross-border e-commerce platforms, with perceived risk as a moderating variable. The empirical design uses data from a questionnaire survey to investigate how generative AI influences customer behavior.