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Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce

Truvace record
TRV-2026-2654raw data (JSON)
Version
v1Published
First published
Evidence type
Randomized controlled trial
Sources
1 sourcePeer-reviewed
sha256
0649194a4016…check it

Despite the growing use of artificial intelligence (AI) endorsers in advertising, evidence of their effectiveness remains mixed. This study examines how AI and human endorsers influence purchase intention in green e-commerce advertising through the parallel and sequential roles of perceived authenticity and perceived trust. It also investigates whether AI skepticism moderates the relationship between endorser type and perceived authenticity. In a between-subjects experiment, 521 South Korean adults were randomly…

The problem

In a randomized experiment with 521 South Korean adults, a human endorser in a green ad held an authenticity advantage over an AI endorser, and authenticity was the first step in the path to trust and purchase intention.

Sources

1 on file
  1. Journal of Theoretical and Applied Electronic Commerce Researchdoi:10.3390/jtaer21090295
    Peer-reviewed2026-09-01

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v1

Truvace Impact Record TRV-2026-2654, v1: “Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce.” Truvace, 2026-11-12. /record/TRV-2026-2654 (accessed on the day you copy it). sha256 0649194a4016484c…

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