Authenticity Feedback of AIGC Advertising Content--The Relationship Between Trust and Purchasing Behavior
Abstract
The application of AIGC technology in the advertising industry is becoming increasingly common, and the problems of difficulty in distinguishing the authenticity of AI advertisements and insufficient user trust are becoming increasingly prominent. Most existing research lacks a comprehensive understanding of the mechanisms between real perception, brand trust, and purchasing behavior, and pays little attention to the differentiated impact of consumer AI literacy. This article takes AIGC advertising as the research scenario, analyzes the relationship between consumers' perception of authenticity, brand trust, and purchase intention, and explores the moderating role of AI literacy in it. The research results indicate that perceived authenticity is an important factor affecting consumers' purchase intention. After consumers recognize the true information of AI advertising, they will reduce their own shopping risk concerns, gradually establish brand trust in the three dimensions of ability, goodwill, and integrity, and ultimately translate it into actual purchasing behavior. Meanwhile, consumers' AI literacy will change their criteria for judging AI advertising. Consumers with higher AI literacy have stronger recognition abilities and are more cautious about AI advertising; Consumers with lower AI literacy are more likely to be influenced by visual effects and external information, and their judgments of advertising authenticity are relatively subjective, leading to different consumer decisions. Based on the above conclusions, this article suggests that brands improve the information transparency of AI advertising, clearly label AI creative content, and adjust marketing methods based on the AI cognitive level of different groups of people.
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