- 學位論文
以AIDA理論探討AI生成廣告文案對消費者消費意圖之影響
Exploring the Impact of AI-Generated Advertising Copywriting on Consumption Intention with AIDA Theory
摘要
當前AI技術的快速發展已使其在行銷領域的應用更加多元與廣泛，尤其是ChatGPT等生成式AI工具的出現，為商業帶來了新的助力。在社群媒體和廣告行業中，使用AI產出的廣告已融入在我們的生活當中，尤其是廣告文案。而廣告是說服消費者的工具，AIDA理論用來描述消費者在購買過程中所經歷的四個階段(注意、興趣、慾望、行動)，理解並應用AIDA理論能引導消費者做出決策。因此，本研究以AIDA理論為基礎，欲探究人類與AI所撰寫的廣告文案在推動消費意圖方面的成效。本研究採用問卷調查，透過SurveyCake表單來收集相關數據。問卷設計考量了三個廣告要素，包括感知美學、故事敘事力以及內容吸引力，並對受測者的興趣、慾望和消費意圖進行了評估。資料分析透過SPSS及SmartPLS軟體進行。進而比較人類(無經驗者和廣告專家)與AI生成的廣告文案在激發消費者消費意圖之影響。 研究結果顯示，三者皆符合AIDA模型的發展流程。其中，AI生成的廣告文案具有高品質的美學蘊含，能跳過興趣階段直接激發消費者的慾望；無經驗者的廣告文案具有內容吸引力，以自身經驗分享的角度設計文案內容，也能跳過興趣階段直接激發消費者的慾望；廣告專家則憑藉專業訓練和行業經驗，能遵循AIDA流程精確地利用情感訴求和說服技巧來激發消費意圖。消費意圖的結果顯示，人類所撰寫的廣告文案在消費意圖上皆比AI強烈，尤其是廣告專家。 綜上所述，本研究為廣告創作和行銷理論提供了實證證據和理論支援，對廣告行業的實務操作和未來研究具有重要的參考價值。
並列摘要
The rapid development of AI technology has made its application in the marketing field more diversified and extensive, especially the emergence of generative AI tools such as ChatGPT, which has brought a new boost to business. In the social media and advertising industries, AI advertisements have been integrated into our lives, especially advertising copywriting. Advertising is a tool to persuade consumers. The AIDA theory describes the four stages (Attention, Interest, Desire, and Action) that consumers go through during the buying process, and understanding and applying the AIDA theory can guide consumers to make decisions. Therefore, this study is based on the AIDA theory to investigate the effectiveness of advertising copywriting written by humans and AI in driving consumption intention. A questionnaire survey was used to collect data through SurveyCake forms. The questionnaire was designed to consider three advertising elements, including perceived esthetics, narrative structure, and self-reference, and to assess respondents' interests, desires, and consumption intentions. The data were analyzed using SPSS and SmartPLS software. The data were analyzed using SPSS and SmartPLS software to compare the impact of human (inexperienced and advertising professionals) and AI-generated advertising copywriting on stimulating consumer consumption intentions. The study results show that all three models conform to the development process of the AIDA model. AI-generated advertising copywriting has high-quality aesthetics and can directly stimulate consumers' desire by skipping the interest stage; inexperienced advertisers' advertising copywriting has self-reference and is designed from the perspective of sharing their own experience, which can also stimulate consumers' desire by skipping the interest stage. Advertisers' copywriting can precisely utilize emotional appeals and persuasive techniques to stimulate consumers' desire through the AIDA model, based on their professional training and experience in the industry. With professional training and industry experience, advertisers can follow the AIDA process to accurately utilize emotional appeals and persuasive techniques to stimulate consumption intentions. The results of the consumption intention study show that advertising copywriting written by humans is more vital than AI in terms of consumption intention, especially for advertising practitioners. This study provides empirical evidence and theoretical support for advertising creation and marketing theories. It has significant reference value for practical operation and future research in the advertising industry.