aceEffect of AI authorship disclosure on purchase intention in cultural tourism souvenirs: The mediating roles of perceived effort and authenticity
As generative artificial intelligence (AI) expands in cultural tourism souvenir design and disclosure policies evolve, evidence remains limited on how AI authorship disclosure shapes responses across nationality groups and products. Drawing on signaling theory, two studies compared consumers from China and the U.S. across three disclosure conditions: unlabeled, human–AI co-created, and AI-generated. Study 1 used tourism postcard stimuli ( N = 1110), and Study 2 used mug and tourism tote bag stimuli ( N = 1255).…
Telling consumers that souvenirs are AI-generated reduced purchase intention relative to no disclosure, with the drop significant among U.S. participants but not Chinese participants.
Results varied between studies and products, notably for human-AI co-created disclosure, and nationality moderated only some indirect effects, so findings may not generalize across products and national markets.
Evidence
- Peer-reviewedJournal of Retailing and Consumer Services2026-10-20
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Truvace Impact Record TRV-2026-2135, v1: “Effect of AI authorship disclosure on purchase intention in cultural tourism souvenirs: The mediating roles of perceived effort and authenticity.” Truvace, 2026-10-21. /record/TRV-2026-2135 (accessed at citation time). sha256 b00366b1081ef566…
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