The Impact of AIGC-Generated Advertising on Consumers’ Purchase Intentions: The Moderating Effects of Algorithmic Transparency and Brand Reputation
Year: 2025
Type: article
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.
Author: Chanyu Yang
Institution: Xi'an University of Architecture and Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415087134