臺灣博碩士論文加值系統

研究背景
隨著人工智能（AI）技術的迅速發展，AI人工智能生成廣告開始在市場上崭露頭角，並逐漸改變了傳統廣告的製作和傳播方式。過去的研究已經探討了不同廣告形式對消費者行為的影響，但對於傳統廣告與AI人工智能生成廣告在情緒反應上的差異研究相對較少。因此，本研究旨在探討消費者在觀看傳統廣告和AI生成廣告時的情緒反應及其對廣告效果的影響。
研究目的
本研究的主要目的是比較消費者對傳統廣告和AI人工智能生成廣告的情緒反應，並分析這些情緒反應如何影響廣告態度、品牌態度和購買意願。此外，本研究還探討了性別、是否知情為AI人工智能生成廣告及涉入程度等調節變數對情緒反應的影響。
研究方法
本研究採用問卷調查法，收集來自不同年齡和背景的受訪者對於傳統廣告和AI人工智能生成廣告的情緒反應及其後續行為意圖的數據。調查問卷包括了情緒反應量表、廣告態度量表、品牌態度量表和購買意願量表。此外，還設計了涉入程度和知情程度的測量項目。數據分析使用SPSS軟件進行，採用描述性統計、線性迴歸分析和共線性診斷等方法來檢驗研究假設。
研究發現
研究結果顯示，消費者對於AI人工智能生成廣告的情緒反應與傳統廣告存在顯著差異。具體來說AI人工智能生成廣告更容易引發快樂和驚奇等正面情緒反應，然而在知情程度較高的情況下，部分受訪者對於AI人工智能生成廣告的情緒反應則可能偏向負面。
研究結論
本研究證實了AI人工智能生成廣告在引發消費者情緒反應方面的潛力，並強調了知情程度、性別和涉入程度等因素對情緒反應的調節作用。這些發現對於廣告主和行銷人員在設計和優化廣告策略時具有重要的參考價值。未來的研究可以進一步探討不同人格特質和文化背景下AI人工智能生成廣告的效果，以便更全面地理解其在全球市場中的應用潛力。

Research Background
With the rapid development of artificial intelligence (AI) technology, AI-generated advertisements have begun to emerge in the market and have gradually changed the way traditional advertisements are produced and disseminated. Past research has explored the impact of different advertising forms on consumer behavior, but there are relatively few studies on the differences in emotional responses between traditional advertising and AI-generated advertising. Therefore, this study aims to explore consumers’ emotional reactions when watching traditional advertisements and AI-generated advertisements and their impact on advertising effectiveness.
Research purposes
The main purpose of this study is to compare consumers’ emotional responses to traditional advertising and AI-generated advertising, and to analyze how these emotional responses affect advertising attitudes, brand attitudes, and purchase intentions. In addition, this study also explores the impact of moderating variables such as gender, informed consent and degree of involvement on emotional responses to AI-generated advertisements.
Research methods
This study uses a questionnaire survey method to collect data on the emotional reactions and subsequent behavioral intentions of respondents from different ages and backgrounds to traditional advertising and AI-generated advertising. The questionnaire included emotional response scale, advertising attitude scale, brand attitude scale and purchase intention scale. In addition, items to measure the degree of involvement and knowledge were also designed. Data analysis was conducted using SPSS software, and methods such as descriptive statistics, linear regression analysis, and collinearity diagnosis were used to test the research hypotheses.
The study found
Research results show that consumers’ emotional reactions to AI-generated advertisements are significantly different from traditional advertisements. Specifically, AI-generated advertisements are more likely to trigger positive emotional reactions such as happiness and surprise. However, with a high degree of knowledge, some respondents may have negative emotional reactions to AI-generated advertisements.
Analysis conclusion
This study confirms the potential of AI-generated advertising in inducing consumers’ emotional responses, and highlights the moderating effects of factors such as informedness, gender, and involvement on emotional responses. These findings have important reference value for advertisers and marketers when designing and optimizing advertising strategies. Future research can further explore the effects of AI-generated advertising under different personality traits and cultural backgrounds to more fully understand its application potential in the global market.

目　　錄
第一章 緒論 1
第一節 研究動機及背景 2
第二節 研究目的 3
第三節 研究範圍 4

第二章 文獻探討 5
第一節 傳統廣告VS人工智能生成廣告 10
第二節 性別研究 17
第三節 是否知情廣告為AI生成 19
第四節 涉入程度 21
第五節 情緒研究 28
第六節 廣告效益 38
第七節 廣告態度 41
第八節 品牌態度 45
第九節 購買意願 49
第十節 研究架構與假說 53

第三章 研究設計與實施 54
第一節 研究對象 56
第二節 研究方法.A 60
第三節 研究方法.B 69
第四節 研究實施方式與執行流程 71
第五節 初級資料 74
第六節 資料分析方法 75

第四章 實證結果與分析 76
第一節 廣告態度平均數_線性迴歸 81
第二節 廣告態度對品牌態度 95
第三節 品牌態度對購買意願 102
第四節 自我報告 VS 臉部表情 109
第五節 研究假說結論 115

第五章 結論與建議 116
第一節 研究目的與結論建議 117
第二節 管理意涵 124
第三節 研究限制與未來研究建議 128


參考文獻 130

附錄 研究問卷 149

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