摘要
随着人工智能(AI)技术的快速发展,AI生成广告作为一种新兴的广告生成方式迅速兴起,并被越来越多的企业采用。伴随其在营销实践中的广泛应用,学术界开始关注不同广告生成来源对广告效果的影响。同时,广告类型作为影响广告效果的重要因素,长期以来受到高度重视。然而,鲜有研究系统探讨广告生成来源与广告类型匹配对消费者态度和行为的影响。基于心智知觉理论,系统探讨广告生成来源与广告类型的匹配效应及其对消费者心理抗拒的影响,并在此基础上进一步探究推断操纵意图的中介作用和决策过程的调节作用。运用二手数据分析和心理学实验,借助Spss 26.0进行方差分析、Process插件进行bootstrap分析验证所有假设。研究1为二手数据分析,检验广告生成来源与广告类型的匹配效应是否存在;研究2、研究3和研究4均为心理学实验,检验广告生成来源与广告类型的匹配效应,并揭示推断操纵意图的中介作用及决策过程的调节作用。研究结果表明,广告生成来源与广告类型对消费者心理抗拒存在匹配效应。具体而言,人类生成叙事性广告能显著降低消费者的心理抗拒;而AI生成说明性广告能显著降低消费者的心理抗拒;推断操纵意图在这一过程中起到中介作用。此外,决策过程调节了广告生成来源与广告类型的匹配对消费者心理抗拒的影响。研究结果丰富了AI生成广告背景下广告类型对消费者态度和行为影响的研究,同时延伸了心智知觉理论与两阶段决策理论在AI生成广告领域的应用。在实践层面,研究结果为企业在不同生成来源与广告类型匹配下优化广告设计、降低消费者心理抗拒提供了重要的实践启示。
With the rapid development of artificial intelligence(AI)technology,AI-generated advertising has quickly emerged as an increasingly popular approach to advertising creation,gaining widespread adoption among enterprises.Alongside its growing application in marketing practice,academic attention has gradually shifted toward understanding the effects of different advertising generation sources on advertising outcomes.Meanwhile,advertising type,as a critical determinant of advertising effectiveness,has long been recognized as an important factor in influencing consumer responses.Despite this,few studies have systematically investigated how the alignment between advertising generation sources and advertising types shapes consumer attitudes and behavioral intentions.Grounded in mental perception theory,this study systematically examines the matching effects between advertising generation sources and advertising types,focusing on its influence on consumers′psychological resistance.In addition,the study explores the mediating role of inferred manipulative intent and the moderating role of the decision-making process.To empirically test the hypotheses,a combination of secondary data analysis and psychological experiments was employed.Spss 26.0 was used to conduct analysis of variance(ANOVA),while the PROCESS macro was applied to perform bootstrap analyses.Study 1 utilized secondary data to assess the existence of a matching effect between advertising generation sources and advertising types.Studies 2,3,and 4 consisted of psychological experiments designed to further examine this matching effect,while also investigating the mediating role of inferred manipulative intent and the moderating influence of the decision-making process.The results indicate that advertising generation sources and advertising types exhibit a matching effect on consumers′psychological resistance.Specifically,human-generated narrative advertising was found to substantially reduce consumers′psychological resistance,whereas AI-generated informational advertising significantly lowered consumers′psychological resistance.Inferred manipulative intent was shown to mediate this relationship.Furthermore,the decision-making process was found to moderate the effect of the match between advertising generation source and advertising type on psychological resistance.Overall,this study enriches the literature on the effects of advertising types on consumer attitudes and behaviors in the context of AI-generated advertising.It also extends the application of mental perception theory and two-stage decision-making theory within this domain,offering significant theoretical contributions.Practically,the findings provide important guidance for enterprises seeking to optimize advertising design and reduce consumers′psychological resistance by strategically aligning advertising types with generation sources.
作者
张初兵
乔娟娟
李天歌
郑伟
宋雨泽
ZHANG Chubing;QIAO Juanjuan;LI Tiange;ZHENG Wei;SONG Yuze(School of Business,Tianjin University of Finance and Economics,Tianjin 300202,China;Business School,Zhengzhou University,Zhengzhou 450001,China)
出处
《管理科学》
北大核心
2025年第5期121-137,共17页
Journal of Management Science
基金
国家社会科学基金(21FGLB055)。
关键词
AI生成广告
叙事性
说明性
推断操纵意图
心理抗拒
决策过程
AI-generated advertising
narrative advertising
informational advertising
inferred manipulative intent
psychological resistance
decision-making process
