Consumer Behavior

The Impact of AI Usage on Perceived Originality, Trust and Purcase Intention: A Serial Mediation Analysis

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Abstract

This study examines how varying levels of AI involvement in advertising (AI-only vs. AI–human collaboration) affect perceived originality, trust, and purchase intention using a serial mediation framework. AI usage significantly increases perceived originality, which in turn enhances purchase intention, supporting H1 and H2. By contrast, AI usage has no direct effect on trust or purchase intention, leading to the rejection of H3 and H4. However, perceived originality and trust jointly mediate the relationship between AI usage and purchase intention, providing support for H5. These results indicate that consumers respond more favorably to AI-generated advertisements when they perceive the content as original, and this originality can foster trust and willingness to purchase. Advertisers should therefore position AI as a creative collaborator while preserving visible human involvement and transparency to maintain trust and maximise campaign effectiveness.

Keywords: Generative AI, AIGC, AI usage, Perceived originality, Serial mediation

How to Cite:

Kim, S., Chenn, A. & Cho, E., (2025) “The Impact of AI Usage on Perceived Originality, Trust and Purcase Intention: A Serial Mediation Analysis”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21756