{"title":"探索消费者对人工智能生成广告的接受度:从 \"感知恐惧 \"和 \"感知智能 \"的角度探讨消费者对人工智能生成广告的接受程度","authors":"Chenyan Gu, Shuyue Jia, Jiaying Lai, Ruli Chen, Xinsiyu Chang","doi":"10.3390/jtaer19030108","DOIUrl":null,"url":null,"abstract":"The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers’ perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers’ attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising.","PeriodicalId":46198,"journal":{"name":"Journal of Theoretical and Applied Electronic Commerce Research","volume":null,"pages":null},"PeriodicalIF":5.1000,"publicationDate":"2024-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence\",\"authors\":\"Chenyan Gu, Shuyue Jia, Jiaying Lai, Ruli Chen, Xinsiyu Chang\",\"doi\":\"10.3390/jtaer19030108\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers’ perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers’ attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising.\",\"PeriodicalId\":46198,\"journal\":{\"name\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.1000,\"publicationDate\":\"2024-09-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.3390/jtaer19030108\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Theoretical and Applied Electronic Commerce Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.3390/jtaer19030108","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence
The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers’ perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers’ attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising.
期刊介绍:
The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.