随着算法不断迭代，人工智能的功能愈加强大，应用场景也愈加丰富。已有营销人员在广告中呈现相关线索以将当前内容与人工智能关联，吸引消费者购买产品。为探讨这种营销手段的可行性及作用机制，本文通过三个研究，探讨广告中AI线索对消费者购买意愿的影响、作用机制及人类中心主义信念在这种影响中的调节作用，具体如下：
首先，研究1采用实验法，对314名被试施测，研究发现线索类型显著影响消费者购买意愿，相比于不呈现线索或呈现人类线索，广告中呈现AI线索能引发消费者更高的购买意愿。
其次，研究2采用实验法，对189名被试施测，研究发现感知有用性在线索类型对购买意愿的影响中起到完全中介的作用。
最后，研究3采用实验法，对174名被试进行施测，研究结果再次支持了感知有用性在线索类型对购买意愿影响的完全中介作用，同时验证了人类中心主义信念在线索类型对感知有用性的影响中的调节作用，即持有中、低水平人类中心主义信念的个体对带有AI线索的广告（vs. 人类线索）表现出显著更高的感知有用性，进而表现出更高的购买意愿，而高水平人类中心主义信念的个体则不会受到线索类型的影响。

With the continuous iteration of algorithms, Artificial Intelligence (AI) has become more powerful and its application scenarios have become richer. Marketers have already presented relevant cues in advertisements to correlate the content with AI and attract consumers to purchase products. In order to explore the feasibility and mechanism of this marketing strategy, this paper examines the influence of AI cues in advertisements on consumers' purchase intention, the mechanism and the moderating role of anthropocentric beliefs in this influence through three studies, as follows:
Firstly, study 1 adopts the experimental method and administers the test to 314 participants, and concludes that the type of cues can significantly affect consumers' purchase intention, and presenting AI cues in advertisements can trigger higher purchase intention compared with not presenting cues or presenting human cues.
Secondly, study 2 used an experimental method and was administered to 189 participants, and concluded that perceived usefulness played a fully mediating role in the effect of cue type on purchase intention.
Finally, study 3 was administered to 174 participants, and the findings again supported the fully mediating role of perceived usefulness in the effect of cue type on purchase intention, and verified the moderating role of anthropocentric beliefs in the effect of cue type on perceived usefulness, i.e., individuals holding medium and low levels of anthropocentric beliefs about ads with AI cues (vs. human cues) show significantly higher perceived usefulness and purchase intentions, whereas individuals with high levels of anthropocentric beliefs are not affected by cue type.