AI生成式广告对消费者购买意愿的影响——基于SOR模型的结构方程实证分析

The Impact of AI-Generated Advertising on Consumer Purchase Intentions—An Empirical Structural Equation Analysis Based on the SOR Model

摘要: 本研究基于SOR理论模型，探讨AI生成式广告特性对消费者多维行为意向的影响机制，重点考察认知评估与情感调节的双重中介路径及其交叉效应。通过1103份问卷数据与结构方程模型分析，结果表明：(1) AI广告的内容生成特性与技术交互特性对多维行为意向存在差异化影响；(2) 内容生成特性主要通过情感机制发挥作用，创意新颖度提升新奇感激发以促进即时转化，情感饱和度增强情感一致性以推动社会扩散；(3) 技术交互特性主要通过认知机制发挥作用，算法透明度与交互流畅度提升可信度归因与技术心智以强化品牌考虑，数据依赖性则引发隐私焦虑以驱动回避与忠诚弱化；(4) 认知与情感机制存在交叉影响与链式中介效应，技术心智可缓冲隐私焦虑，情感一致性可促进认知信任。本研究拓展了SOR模型在AI广告领域的应用，揭示了认知与情感交叉影响购买意愿的心理机制；在实践上为企业优化AI广告内容策略、提升技术透明度及实施分阶段营销提供了参考。

Abstract: Based on the SOR theoretical model, this study explores the mechanisms through which the characteristics of AI-generated advertising influence consumers’ multidimensional behavioural intentions, with a particular focus on the dual mediating pathways of cognitive evaluation and emotional regulation, as well as their interactive effects. Based on an analysis of 1,103 questionnaire responses using structural equation modelling, the results indicate that: (1) The content-generation characteristics and technical interaction characteristics of AI advertising exert differentiated influences on multidimensional behavioural intentions; (2) Content-generation characteristics primarily operate through emotional mechanisms, with creative novelty enhancing a sense of novelty to promote immediate conversion, while emotional saturation strengthens emotional consistency to drive social diffusion; (3) The technical interaction characteristics primarily exert their influence through cognitive mechanisms: algorithmic transparency and interaction fluency enhance trust attribution and technical mindset to strengthen brand consideration, while data dependency triggers privacy anxiety, driving avoidance and weakening loyalty; (4) Cognitive and emotional mechanisms exhibit cross-influences and chained mediation effects: technical mindset can buffer privacy anxiety, and emotional consistency can promote cognitive trust. This study extends the application of the SOR model to the field of AI advertising, revealing the psychological mechanisms through which cognitive and emotional factors interact to influence purchase intention. In practical terms, it provides guidance for enterprises to optimise AI advertising content strategies, enhance technological transparency, and implement phased marketing campaigns.