隨著人工智慧技術受到社會關注，許多產品藉由標榜人工智慧來迎合消費者對此技術的關注，宣稱使用人工智慧技術於產品中，試圖改變消費者對產品的感知，進而增加購買意願。若消費者具備一定程度的人工智慧素養，是否能有助於辨識在市場上的虛假人工智慧資訊，進而減少受誤導的可能性。
本研究旨在探討消費者面對包含虛假人工智慧資訊之產品的購買意願是否受到感知價值、感知欺騙及人工智慧素養等因素的影響，並深入分析各因素之間的關係。本研究探討虛假人工智慧資訊如何影響消費者對產品的感知，進而改變其購買行為，有關消費者對標榜人工智慧之產品的購買意願是否受到感知價值、感知欺騙，以及人工智慧素養等因素的影響，值得深入了解。本論文延伸應用SOR模型以探討消費者對虛假廣告之感知價值、感知欺騙對購買意願的關聯性，以及人工智慧素養於其中之調節作用。
研究透過問卷調查收集資料，研究架構涵蓋五個構面，共 31 個題項，並透過網路平台發放，最終回收 321 份有效問卷。研究中使用 PLS-SEM 進行分析。研究結果顯示，廣告本身對購買意願無顯著直接影響，但能透過提升感知價值間接強化消費者的購買意願。而廣告能降低消費者對產品欺騙的認知，但感知欺騙對購買意願並未產生顯著影響。此外，人工智慧素養能增強消費者從廣告中提取價值資訊的能力，進一步強化廣告對感知價值的正向作用，卻無法有效降低感知欺騙的程度，顯示消費者即便具備一定程度的人工智慧素養，仍難以辨識誤導性資訊。
本研究結果有助於理解消費者在面對虛假人工智慧資訊時的行為反應，也能提供企業與政策制定者在推動科技資訊透明化與廣告真實性時的參考，進而共同打造更健康且可信的消費環境。同時揭示在人工智慧技術高度關注的時代下，消費者面臨資訊不對稱與識讀能力落差大的問題，凸顯提升人工智慧素養與完善虛假資訊監管制度之必要性。

In response to the growing public interest in artificial intelligence (AI), many products claim to incorporate AI technologies as a means of shaping consumer perceptions and enhancing purchase intentions. When consumers possess a certain level of AI literacy, however, they might be better equipped to identify misleading AI-related claims, thereby reducing their susceptibility to deception.
This study investigates whether consumers’ purchase intentions toward products with misleading AI claims are influenced by perceived value, perceived deception, and AI literacy. Based on an extended SOR framework, the work examines the mediating roles of perceived value and deception, and the moderating role of AI literacy. Data were collected via an online survey and analyzed using PLS-SEM.
The findings of the empirical investigation indicate that advertising does not exert a significant direct effect on purchase intention. On the other hand, advertising indirectly promotes purchase intention by enhancing perceived value, and additionally, advertising appears to reduce consumers’ perceptions of deception, although perceived deception itself does not significantly affect purchase intention. Notably, AI literacy strengthens the positive influence of advertising on perceived value by enabling consumers to be more capable of better extracting value-relevant information, yet it does not significantly mitigate perceptions of deception.
Findings of this work contribute to a deeper understanding of how consumers process misleading AI-related information and offer valuable implications for both businesses and policymakers. This study highlights the crucial role of improving AI literacy and reinforcing regulatory oversight to address information asymmetries and safeguard consumer interests in an era of increasing AI integration.

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