以內容來源作為體驗線索： 探究 AI 與人類創作者如何形塑消費者反應;Content Source as an Experiential Cue: Investigating AI vs. Human Generators in Shaping Consumer Responses

NCUIR > School of Management at National Central University > International Master of Business Administration Program > Electronic Thesis & Dissertation > Item 987654321/99340

Please use this identifier to cite or link to this item: https://ir.lib.ncu.edu.tw/handle/987654321/99340

Title:	以內容來源作為體驗線索：探究 AI 與人類創作者如何形塑消費者反應;Content Source as an Experiential Cue: Investigating AI vs. Human Generators in Shaping Consumer Responses
Authors:	方祺鈞;Fang, Chi-Chun
Contributors:	國際經營管理碩士學位學程
Keywords:	AI生成內容;體驗行銷;同理心;購買意圖;口碑;AIGC;Experiential Marketing;Empathy;Purchasing Intention;Word of Mouth
Date:	2026-01-07
Issue Date:	2026-03-06 18:45:01 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究隨著 AI 生成內容的快速普及，消費者如何感知並回應 AI 與人類創作的素材已成為重要課題。本研究以非營利咖啡廳為影片情境，探討內容來源與呈現形式對體驗反應與消費行為的影響。透過共 8 組影片條件（AI 腳本、人類腳本、AI 製作影片、人類製作影片）×（NPO 標籤揭露 vs. 無揭露組）進行受試者間實驗，共取得 795 份有效樣本。結果顯示，AI 生成影片與人類影片在體驗與行為意圖上的差異有限，內容來源對消費者意圖的影響相對較小；相較之下，具備腳本敘事、字幕與背景音樂的完整腳本設計可顯著提升感官、情緒與關係體驗，並進一步預測購買意圖與口碑意願。研究結果也指出非營利組織不應僅依賴 NPO 標籤，而應透過多模態敘事設計來提升顧客參與與行動意圖。此結果有助於協助提升企業、非營利組織在生成 AI 內容的傳播內容上的設計，並可作為相關人士參考之實務依據。;With the rapid popularization of AI-generated content, how consumers perceive and respond to materials created by AI versus humans has become a critical research topic. This study investigates the influence of content source and presentation format on experiential responses and consumer intention, using a non-profit café as the video setting. Through an 4 × 2 between-subjects experimental design to investigate the effects of the content source (AI generated script vs. AI generated Video vs. Human generated script vs. Human generated video) and disclosure condition (a nonprofit cafe vs. a cafe) we collected 795 valid samples. Key Findings: The difference between AI-generated videos and human-created videos in terms of experience and behavioral intentions was limited. The content source had a relatively small impact on consumer intention. In contrast, a comprehensive scripted design featuring a clear narrative, subtitles, and background music significantly enhanced consumers’ experiences, and further predicted both purchase intention and word-of-mouth intention. The findings also suggest that non-profit organizations should not rely solely on the NPO label. Instead, they should utilize multimodal narrative design to boost customer engagement and action intent. These results help businesses and non-profit organizations better understand how to manage AI-generated content and can serve as a practical reference for relevant people.
Appears in Collections:	[International Master of Business Administration Program] Electronic Thesis & Dissertation

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