开诚布公还是讳莫如深：AI辅助创作披露对用户态度影响研究
Candid Disclosure or Tacit Concealment? The Impact of Disclosing AI-Assisted Creation on User Attitudes
王鑫鑫 1杜金金 1张洪1
作者信息
- 1. 武汉科技大学管理学院，武汉 430081
- 折叠
摘要
随着人工智能（AI）辅助创作在视频平台中的日益普及，相关披露已成为影响用户内容认知与判断的重要信息线索。本研究旨在考察AI辅助创作披露是否会影响用户对短视频的态度，并进一步探讨感知透明度与感知侵扰性在这一关系中的中介作用。基于哔哩哔哩（Bilibili）平台数据，本研究采用网络爬虫技术采集视频元数据及用户评论，最终获得117条AI辅助创作视频和22,617条一级评论。通过专家编码的方式对用户评论中的感知透明度和感知侵扰性进行测量，并采用结构方程模型（Structural Equation Modeling，SEM）和Bootstrap重复抽样方法对研究假设进行检验。研究结果表明，AI辅助创作披露能够显著提升用户的感知透明度，并显著降低其感知侵扰性。感知侵扰性对用户态度具有显著负向影响，并在AI辅助创作披露与用户态度之间发挥显著的中介作用；相比之下，感知透明度的中介效应未得到实证支持。研究结果表明，在AI辅助创作短视频情境下，披露机制的重要作用并非主要体现为直接改善用户态度，而在于降低用户对隐性或过度技术介入的感知。本研究有助于深化对AI辅助创作内容披露机制及其用户心理效应的理解，并为视频平台制定AI生成内容披露规范和内容治理策略提供理论依据与实践启示。
Abstract
As AI-assisted creation becomes increasingly common on video platforms, disclosure has become an important cue shaping how users interpret content. This study examines whether disclosing AI-assisted creation influences users\' attitudes toward short videos and whether this relationship is mediated by perceived transparency and perceived intrusiveness. Drawing on data from Bilibili, this study collected video metadata and user comments via web scraping, resulting in a final sample of 117 AI-assisted videos and 22,617 top-level comments. Perceived transparency and perceived intrusiveness were measured through expert annotation of user comments, and the hypotheses were tested using structural equation modelling and Bootstrap resampling. The results show that disclosure significantly increases perceived transparency and significantly reduces perceived intrusiveness. Perceived intrusiveness has a significant negative effect on user attitude and mediates the relationship between disclosure and user attitude, whereas the mediating effect of perceived transparency is not supported. These findings suggest that, in the context of AI-assisted short videos, the importance of disclosure lies not primarily in its direct effect on attitudes, but in its ability to reduce users\' perceptions of hidden or excessive technological intervention.关键词
管理科学与工程/AI辅助创作披露/人工智能生成内容（AIGC）/用户态度/感知透明度/感知侵入性Key words
AI-assisted creation disclosure/AIGC/user attitude/perceived transparency/perceived intrusiveness引用本文复制引用
王鑫鑫,杜金金,张洪.开诚布公还是讳莫如深：AI辅助创作披露对用户态度影响研究[EB/OL].(2026-10-16)[2026-10-18].http://www.paper.edu.cn/releasepaper/content/202610-8.学科分类
信息产业经济
