The Effects of AI Disclosure and Explanatory Transparency on Consumer Trust and Purchase Intention in E-commerce AI Advertising: A 2×2 Scenario Experiment

DOI

10.2991/978-2-38476-609-3_46How to use a DOI?

Keywords

Generative AI Advertising; AI disclosure; Explanatory Transparency; Consumer Trust; Online Purchase Intention

Abstract

As generative AI becomes more common in advertising production, understanding how AI disclosure and explanatory transparency shape consumer responses has become increasingly important. The study used a 2 × 2 between-subjects online scenario experiment to examine how AI disclosure and explanatory transparency shaped trust and purchase intention in an e-commerce advertising context. A total of 122 responses were collected, with 90 valid cases retained for analysis. However, significant interaction effects were found for both dependent variables, suggesting that consumers did not respond to these cues independently. Instead, disclosure appeared to be understood differently depending on the explanation that accompanied it. The transparency manipulation check was not significant, so transparency-related findings should be interpreted with caution. Overall, the study suggests that consumers are more likely to evaluate AI-related advertising by reading disclosure and explanation together rather than as separate pieces of information. Future research could test these relationships with stronger transparency manipulations and more diverse samples.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Simiao Wang
PY  - 2026
DA  - 2026/09/04
TI  - The Effects of AI Disclosure and Explanatory Transparency on Consumer Trust and Purchase Intention in E-commerce AI Advertising: A 2×2 Scenario Experiment
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 419
EP  - 428
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_46
DO  - 10.2991/978-2-38476-609-3_46
ID  - Wang2026
ER  -