Candid Disclosure or Tacit Concealment? The Impact of Disclosing AI-Assisted Creation on User Attitudes

• 1、School of Management,Wuhan Univercity of Science and Technology, Wuhan 430081
• 2、School of Management, Wuhan University of Science and Technology, Wuhan 430081

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.

keywords： AI-assisted creation disclosure AIGC user attitude perceived transparency perceived intrusiveness

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