Do AIGC Ads Require Smarter Consumers?

To explore the mechanism of AI-generated sponsored vlogs (AISV) influence on vlog mall consumer purchase intention and the role of consumer AI literacy, this study surveyed 434 Chinese Generation Z TikTok Mall users and conducted an empirical analysis using SEM. The results show that this study validates the effectiveness of the dual-path persuasion mechanism in AIGC advertisements. Notably, smarter consumers with higher AI literacy are more likely to adopt AISV information and positively influence purchase intention, with information usefulness playing a mediating role in these relationships. In addition, the central path and AI literacy significantly influenced the peripheral path, revealing a unique influence mechanism for AISV. This study advances information adoption theories and encourages relevant parties on AISV deployment.