AIGC广告感知类型对消费者品牌接受意愿的影响研究

A Study on the Impact of AIGC Advertising Perception Types on Consumers’ Brand Acceptance Intention

摘要: 本研究探讨了两种不同类型的AIGC广告感知(真实型vs.创造型)对消费者品牌接受意愿的影响。研究构建了一个有调节的中介模型，其中信息加工流畅性与内容生成创新性作为中介变量，广告与品牌的一致性作为调节变量。通过网络实验法，招募288名被试，利用Stata、SPSS和AMOS进行实证分析，结果表明：(1) 感知类型正向影响品牌接受意愿，且两类型效果存在显著差异；(2) 真实型感知下信息加工流畅性中介作用更显著；(3) 创造型感知下内容生成创新性中介作用更显著；(4) 广告与品牌一致性正向调节感知类型与品牌接受意愿、信息加工流畅性及内容生成创新性的关系。本研究在理论上拓展了AIGC广告中认知一致性与信息加工的研究，揭示感知类型的作用机制；在实践上为企业优化AIGC广告设计与提升品牌价值提供参考。

Abstract: This study investigates the impact of two different types of AIGC advertising perceptions (realistic vs. creative) on consumers’ brand acceptance intention. A moderated mediation model was constructed, in which information processing fluency and content generation innovativeness served as mediating variables, while ad–brand consistency functioned as the moderating variable. Using an online experiment with 288 participants, empirical analyses were conducted with Stata, SPSS, and AMOS. The results show that: (1) the perception type positively affects the willingness of brands to accept, and there is a significant difference between the effects of the two types; (2) the mediating effect of information processing fluency is more significant under real perception; (3) the innovative mediating role of content generation is more significant under creative perception; (4) advertising and brand consistency positively regulates the relationship between perception type and brand acceptance willingness, information processing fluency and content generation innovation. Theoretically, this study extends research on cognitive consistency and information processing in the context of AIGC advertising, revealing the underlying mechanisms of perception types; practically, it provides references for enterprises to optimize AIGC ad design and enhance brand value.