生成式AI廣告對消費者購買意圖之研究

The Impact of Generative AI Advertising on Consumer Purchase Intention

潘敏業(PUN, Man Yip)

指導教授 ： 簡宇泰

國立臺北商業大學/管理學院/企業管理系（所）/碩士(2024年)

摘要

關鍵詞： 人工智能、AI廣告、廣告價值、購買意圖

AI技術在廣告行銷中的迅速發展，特別是生成式AI工具如ChatGPT和Stable Diffusion，這些工具顯著提高了廣告素材的生產效率並降低了成本。本研究的主要目的是比較生成式AI廣告素材與傳統廣告素材在消費者購買意圖上的效果差異。本研究使用問卷調查法進行數據收集，問卷包含衡量受試者在看完廣告後對廣告價值與購買意圖的感知。參與者共225人，分為觀看生成式AI廣告組和傳統廣告組，並使用李克特五點量表進行評分。數據分析使用SPSS進行信效度分析以及獨立樣本t檢定，以檢驗不同類型廣告對受試者感知廣告價值和購買意圖之影響。研究結果顯示，生成式AI廣告素材對受試者感知廣告價值和購買意圖之影響皆顯著優於傳統廣告素材。這些發現對於市場營銷實務具有重要意義，為廣告製作人員和行銷專家提供了有價值的見解，有助於更有效地運用AI技術來達成市場營銷目標。研究貢獻在於提供了關於生成式AI廣告在市場營銷領域應用的深入分析，特別是在台灣市場的應用。這項研究填補了使用生成式AI技術的在行銷廣告中相關學術研究缺口，並為未來的研究提供了寶貴的見解。

關鍵字

人工智能 ； AI廣告 ； 廣告價值 ； 購買意圖

並列摘要

Keywords: Artificial Intelligence, AI Advertising, Advertisement Value, Purchase Intention

The rapid development of AI technology in advertising, particularly generative AI tools such as ChatGPT and Stable Diffusion, has significantly enhanced the production efficiency of advertising materials and reduced costs. The main purpose of this study is to compare the effects of generative AI advertising materials with traditional advertising materials on consumer purchase intentions. This study uses a survey method for data collection, including measures of participants' perceptions of advertising value and purchase intention after viewing the ads. A total of 225 participants were divided into groups viewing generative AI advertisements and traditional advertisements, and they rated the ads using a five-point Likert scale. Data analysis was conducted using SPSS for reliability and validity analysis and independent sample t-tests to examine the impact of different types of ads on participants' perceived advertising value and purchase intention. The results indicate that generative AI advertising materials significantly outperform traditional advertising materials in terms of participants' perceived advertising value and purchase intention. These findings have important implications for marketing practice, providing valuable insights for advertisers and marketing experts to more effectively utilize AI technology to achieve marketing goals. The study contributes by offering an in-depth analysis of the application of generative AI advertising in the marketing field, particularly in the Taiwanese market. This research fills a gap in academic studies related to the use of generative AI technology in marketing advertisements and provides valuable insights for future research.

並列關鍵字

Artificial Intelligence ； AI Advertising ； Advertisement Value ； Purchase Intention

參考文獻

參考文獻

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