From Perception to Purchase: How AI Literacy Shapes Consumer Decisions in AI-Generated Sponsored Vlogs Across Products and Services
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the perception-to-purchase journey by examining how consumer artificial intelligence (AI) literacy influences the effectiveness of AI-generated sponsored vlogs (AISVs), an emerging digital marketing format. Using survey data from 413 consumers and structural equation modeling, we develop and test the AI Literacy Perception–Decision Model (AILPDM). Results show that AI literacy affects information adoption through three pathways: emotional value, information usefulness, and source credibility. Separate SEM analyses further suggest that the direct effect of AI literacy on purchase intention was observed in experiential service AISVs, whereas in tangible product AISVs the effect operated mainly through information adoption. The AILPDM framework advances marketing theory by tracing a decision pathway from AI literacy, through perceived value and information adoption, to purchase intention, thereby demonstrating how technological competence evolves from a cost barrier into a cognitive resource that shifts source credibility evaluation from peripheral to central processing. For practitioners, the findings suggest differentiated strategies: Marketers of experiential services should emphasize anthropomorphic elements, whereas marketers of tangible products should prioritize technological transparency to foster consumer trust.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,207
OpenAlex ID: W4415814667