The Impact of AIGC-Generated Advertising on Consumers’ Purchase Intentions: The Moderating Effects of Algorithmic Transparency and Brand Reputation

This paper examines the influence of AIGC-generated advertisements on consumers' purchase intentions, along with the moderating effects of algorithmic transparency and brand reputation in this relationship. Employing an academic framework of “problem orientation - theoretical construction - empirical verification,” the study reveals that while AIGC advertisements have certain negative impacts, algorithmic transparency and brand reputation can form a dual moderating mechanism. These findings provide theoretical foundations and practical implications for the development of the advertising industry in the AIGC era.