The effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-07-26 DOI:10.1016/j.jretconser.2024.104005

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引用次数: 0

Abstract

In the fast-paced modern life, short video advertising has become the focus of digital marketing due to its convenience and efficiency. However, with the intensification of competition, how to optimize the effectiveness of short video advertising has become an urgent issue for the industry. This study focuses on artificial intelligence (AI)-generated voice in short video advertising, exploring consumers' preferences for AI voice-over and human voice-over, as well as the interaction between voice-over and subtitle availability. Through four studies, it is found that compared with AI voice-over, human voice-over in short video advertising can better reduce consumers' cognitive load, thereby enhancing their purchase intention. At the same time, subtitle types moderate the voice-over effect, with human voice performing better in the absence of subtitles, while the difference is attuned when subtitles are present. This series of studies not only deepens our understanding of the characteristics of short video advertising but also provides strategic suggestions for the video advertising. Advertisers and designers can optimize the production and dissemination strategies of short video advertising based on these findings, enhance advertising effectiveness, meet consumer needs, and achieve better marketing goals.

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短视频广告中人工配音与人工智能配音的效果对比：认知负荷理论视角

在快节奏的现代生活中，短视频广告以其便捷性和高效性成为数字营销的焦点。然而，随着竞争的加剧，如何优化短视频广告的效果已成为业界亟待解决的问题。本研究聚焦人工智能（AI）生成的短视频广告语音，探讨消费者对人工智能画外音和人工画外音的偏好，以及画外音和字幕可用性之间的互动。通过四项研究发现，与人工智能画外音相比，短视频广告中的人工画外音能更好地减轻消费者的认知负荷，从而提高他们的购买意向。同时，字幕类型对画外音效果有调节作用，在没有字幕的情况下，人工智能画外音的效果更好，而在有字幕的情况下，两者的差异就会缩小。这一系列研究不仅加深了我们对短视频广告特点的理解，也为视频广告提供了战略建议。广告主和设计者可以根据这些研究结果优化短视频广告的制作和传播策略，提高广告效果，满足消费者需求，更好地实现营销目标。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.