Artificial creativity in luxury advertising: How trust and perceived humanness drive consumer response to AI-generated content

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-07-06 DOI:10.1016/j.jretconser.2025.104403

Timothy Jung , Maksym Koghut , Eunseo Lee , Ohbyung Kwon

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引用次数: 0

Abstract

This study investigates how perceived artificial creativity influences consumer purchase intentions through the dual pathways of AI quality and advertising attributes in luxury advertising. Drawing on creativity theory and advertising effectiveness models, we examine how perceived artificial creativity shapes trust in AI and perceived humanness, which in turn affect four key advertising attributes: informativeness, entertainment, credibility, and novelty. Using data from 461 respondents with prior generative AI experience, we tested AI-generated luxury brand advertisements created using ChatGPT-3.5, Mid-Journey, and Studio DID. Results reveal that perceived artificial creativity positively influences both trust in AI and perceived humanness. These quality dimensions significantly impact advertising attributes, which subsequently affect purchase intentions. The strongest effects on purchase intention were found through informativeness and novelty. This research contributes to our understanding of how AI-generated content influences consumer behavior in luxury advertising contexts and provides practical implications for implementing AI in luxury brand communications.

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奢侈品广告中的人工创意：信任和感知人性如何驱动消费者对人工智能生成内容的反应

本研究通过奢侈品广告中人工智能质量和广告属性的双重途径，探讨感知人工创造力如何影响消费者的购买意愿。利用创造力理论和广告有效性模型，我们研究了感知人工创造力如何塑造对人工智能和感知人性的信任，这反过来影响了四个关键的广告属性：信息性、娱乐性、可信度和新颖性。使用来自461名具有生成式人工智能经验的受访者的数据，我们测试了使用ChatGPT-3.5、Mid-Journey和Studio DID创建的人工智能生成的奢侈品牌广告。结果显示，感知人工创造力对人工智能的信任和感知人性都有积极影响。这些质量维度显著影响广告属性，进而影响购买意愿。信息性和新颖性对购买意愿的影响最大。这项研究有助于我们理解人工智能生成的内容如何影响奢侈品广告背景下的消费者行为，并为在奢侈品品牌传播中实施人工智能提供了实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.