AI生成式广告图片的感知真实性对消费者购买意愿的影响

The Influence of the Perceived Authenticity of AI-Generated Advertising Images on Consumers’ Purchasing Intentions

摘要

AI生成式广告图片已成为数字营销重要载体,其感知真实性对消费者决策的影响机制亟待实证检验.以精细加工可能性模型(ELM)为基础,构建AI生成式广告图片感知真实性影响消费者购买意愿的理论模型,并检验品牌信任与感知价值的双重中介效应.研究采用单因素组间实验结合问卷调查,以智能手表广告为刺激材料,获取310份有效样本,运用结构方程模型(SEM)进行实证分析.结果表明:AI生成式广告图片的感知真实性对消费者购买意愿具有显著正向影响;品牌信任与感知价值均发挥部分中介作用,且品牌信任的中介效应更强.研究揭示了AI广告图片影响消费者行为的认知传导机制,可为企业平衡视觉创意与真实传达、提升AI广告营销效果提供实践启示.

Abstract

With the deep application of artificial intelligence technology in the advertising field, AI-generated advertising images have become an important carrier of digital marketing. The mechanism of how their perceived authenticity influences consumer decision-making urgently needs empirical testing. Based on the Elaboration Likelihood Model (ELM), this study constructs a theoretical model of how the perceived authenticity of AI-generated advertising images affects consumers' purchasing intentions, introducing brand trust and perceived value as mediating variables to explore the action paths. The study employed a single-factor between-subjects experiment (AI-generated vs. traditional photography) combined with a questionnaire survey. Using AI-generated images of smart watches as experimental stimuli, 310 valid questionnaires were collected and analyzed using Structural Equation Modeling (SEM). The results indicate that the perceived authenticity of AI-generated advertising images has a significant positive impact on consumers' purchasing intentions. Both brand trust and perceived value play a partial mediating role between the two, with brand trust exhibiting a relatively stronger mediating effect than perceived value. This study reveals the dual mediating mechanism by which AI-generated advertisements affect consumer behavior, providing practical implications for enterprises to balance visual presentation and authentic value transmission in AI marketing practices.

关键词

AI生成式广告图片 / 感知真实性 / 品牌信任 / 感知价值 / 消费者购买意愿

Key words

AI-generated advertising images / perceived authenticity / brand trust / perceived value / consumers' purchasing intention

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