AI生成广告的同质化程度对消费者广告倦怠的影响

The Impact of Homogenization Degree of AI-Generated Advertising on Consumer Advertising Weariness

摘要: 生成式AI技术已深度渗透广告产业全流程，AI生成广告的同质化危机日益凸显，消费者广告倦怠问题成为制约AI营销长效发展的核心瓶颈，而现有研究对其影响机制与边界条件的系统性探讨尚不充分。本研究以心理抗拒理论为基础，采用2 (AI广告同质化：高/低) × 2 (品牌熟悉度：高/低)被试间实验设计，基于200份有效样本开展实证检验。结果表明：AI生成广告的同质化程度显著正向影响消费者广告倦怠；心理抗拒在二者间发挥显著的部分中介作用；品牌熟悉度在“AI广告同质化→心理抗拒”与“AI广告同质化→广告倦怠”两条路径中均起到显著的负向调节作用。本研究拓展了AIGC营销领域负面效应的相关研究，厘清了AI广告同质化诱发消费者倦怠的内在心理机制与作用边界，为品牌方与平台方优化AI广告策略、缓解消费者广告倦怠提供了理论依据与实践启示。

Abstract: Generative Artificial Intelligence (AIGC) technology has deeply penetrated the entire workflow of the advertising industry. The homogenization phenomenon of AI-generated advertising has become increasingly prominent, and consumer advertising weariness has emerged as the core bottleneck restricting the long-term development of AI marketing. However, existing research lacks systematic exploration of the influencing mechanisms and boundary conditions between them. Based on Psychological Reactance Theory, this study adopts a 2 (AI advertising homogenization: high vs. low) × 2 (brand familiarity: high vs. low) between-subjects experimental design and conducts an empirical test based on 200 valid samples. The results show that the degree of homogenization of AI-generated advertising has a significant positive effect on consumer advertising weariness; psychological reactance plays a significant partial mediating role between the two; brand familiarity exerts a significant negative moderating effect on both the “AI advertising homogenization → psychological reactance” and “AI advertising homogenization → advertising weariness” paths. This study extends the existing literature on the negative effects of AIGC marketing, clarifies the underlying psychological mechanism and boundary conditions through which AI advertising homogenization induces consumer weariness, and provides theoretical basis and practical implications for brands and platforms to optimize AI advertising strategies and alleviate consumer advertising weariness.