| 摘要: | 近年來，Instagram 等社群平台的短影音迅速普及，成為企業行銷的重要手段。隨著社群內容型態的演變與 AI 技術的發展，企業與創作者除了製作人類創作的短影音（human-generated content, HGC），也開始採用人工智慧生成的影片腳本與內容（artificial intelligence-generated content, AIGC）。然而，目前對於不同製作方式的短影音在消費者觀看體驗與行為反應上的影響，仍缺乏深入的研究。
本研究以「刺激－有機體－反應（S-O-R）」理論為基礎，探討短影音製作方式（HGC 與 AIGC）如何透過影片內容品質、感官線索與心理意象，影響心流體驗與內容吸引力，進而預測行為參與與購買意圖。研究採量化方法，透過線上問卷調查，邀請受試者觀看兩部短影音並填寫問卷，回收有效樣本後，以結構方程模型（SEM）進行統計分析。
研究結果顯示，多數變項呈現顯著正向關係。高品質內容有助於提升心流體驗與內容吸引力；感官線索在兩種製作類型中皆對心流體驗與內容吸引力具正向影響，證實視聽元素對沉浸感的貢獻；心理意象同樣正向影響兩個中介變項。然而，不同製作類型的結果有所差異。在 HGC 模型中，心流體驗對行為參與與購買意圖無顯著影響；但在 AIGC 模型中，心流體驗對購買意圖具正向影響。此外，內容吸引力在兩種模型中皆顯著影響行為參與與購買意圖。進一步分析調節變項後發現，年齡與社群媒體使用頻率等人口變數，對部分路徑關係具有調節效果。
研究指出，HGC 與 AIGC 各具優勢。企業應根據目標受眾特性與行銷目標，靈活選擇或協同整合這兩種內容製作方式，以強化品牌與消費者之間的互動，並提升整體行銷成效。
;In recent years, short-form videos on social media platforms such as Instagram have rapidly gained popularity, becoming a vital tool in corporate marketing strategies. As content formats continue to evolve alongside advancements in artificial intelligence, companies and creators are producing not only human-generated content (HGC) but also adopting artificial intelligence-generated content (AIGC) for video scripting and production. However, there remains a lack of in-depth research on how different production styles of short-form videos influence consumers’ viewing experiences and behavioral responses.
Guided by the Stimulus–Organism–Response (S-O-R) framework, this study examines how production styles (HGC and AIGC) influence flow experience and content attractiveness through video content quality, sensory cues, and mental imagery, and how these mediators further predict behavioral engagement and purchase intention. A quantitative research method was employed, with data collected via an online survey in which participants watched two short videos and completed questionnaires. The valid responses were analyzed using structural equation modeling (SEM).
The results reveal that most variables show significant positive relationships. High content quality enhances both flow experience and content attractiveness. Sensory cues positively influence both mediators across production types, highlighting the role of visual and auditory elements in creating immersive experiences. Mental imagery also exerts a positive effect on both mediators. However, different production types exhibit contrasting patterns. In the HGC model, flow experience does not significantly predict behavioral engagement or purchase intention, whereas in the AIGC model, flow experience positively impacts purchase intention. Content attractiveness significantly influences behavioral engagement and purchase intention across both models. Further analysis of moderating variables indicates that demographic factors, such as age and social media usage frequency, influence some path relationships.
This study concludes that both HGC and AIGC offer distinct advantages. Companies are encouraged to flexibly select or strategically integrate these two content production approaches based on their target audience characteristics and marketing objectives to strengthen brand-consumer interactions and optimize marketing effectiveness. |
