Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence DOI Creative Commons
Chenyan Gu, Shuyue Jia,

Jiaying Lai

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2024, Номер 19(3), С. 2218 - 2238

Опубликована: Сен. 3, 2024

The rapid popularity of ChatGPT has brought generative AI into broad focus. content generation model represented by AI-generated (AIGC) reshaped the advertising industry. This study explores mechanisms which characteristics advertisements affect consumers’ willingness to accept these from perspectives perceived eeriness and intelligence. It found that verisimilitude imagination negatively degree consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, intelligence, Meanwhile, their acceptance advertisements, intelligence advertisements. helps explain attitudes toward offers strategies for brands advertisers how use technology more scientifically optimize Advertisers should cautiously assess possible impact according characteristics, allowing play a valuable role in advertising.

Язык: Английский

Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence DOI Creative Commons
Chenyan Gu, Shuyue Jia,

Jiaying Lai

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2024, Номер 19(3), С. 2218 - 2238

Опубликована: Сен. 3, 2024

The rapid popularity of ChatGPT has brought generative AI into broad focus. content generation model represented by AI-generated (AIGC) reshaped the advertising industry. This study explores mechanisms which characteristics advertisements affect consumers’ willingness to accept these from perspectives perceived eeriness and intelligence. It found that verisimilitude imagination negatively degree consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, intelligence, Meanwhile, their acceptance advertisements, intelligence advertisements. helps explain attitudes toward offers strategies for brands advertisers how use technology more scientifically optimize Advertisers should cautiously assess possible impact according characteristics, allowing play a valuable role in advertising.

Язык: Английский

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