The Impact of AIGC-Generated Advertising on Consumers’ Purchase Intentions: The Moderating Effects of Algorithmic Transparency and Brand Reputation
Main Article Content
Keywords
AIGC advertising, purchase intention, algorithm transparency, brand reputation
Abstract
This paper examines the influence of AIGC-generated advertisements on consumers' purchase intentions, along with the moderating effects of algorithmic transparency and brand reputation in this relationship. Employing an academic framework of “problem orientation - theoretical construction - empirical verification,” the study reveals that while AIGC advertisements have certain negative impacts, algorithmic transparency and brand reputation can form a dual moderating mechanism. These findings provide theoretical foundations and practical implications for the development of the advertising industry in the AIGC era.
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