|
摘要
|
The rapid integration of Artificial Intelligence (AI) into digital marketing strategies has revolutionized the advertising landscape, enabling unprecedented levels of personalization and automated content generation. However, this technological shift introduces complex paradoxes regarding consumer trust, perceived authenticity, and data privacy. This study addresses the need for a comprehensive understanding of consumer responses to AI-generated advertising in emerging markets. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this research empirically examines how Thai consumers process various AI-related advertising stimuli and how these perceptions shape their brand attitudes and purchase intentions.
The conceptual model positions seven key advertising characteristics—AI source perception, trust in AI, perceived authenticity, perceived personalization, ad relevance, ad value, and privacy concern—as external stimuli. Brand attitude functions as the central organismic mediator, while purchase intention serves as the behavioral response. To capture individual differences in decision-making, product involvement is examined as a moderating variable. Data were collected via a structured questionnaire from 405 digitally active Thai consumers and analyzed using multiple regression.
The empirical results indicate that consumer evaluations are primarily driven by higher-order integrative judgments rather than by isolated technological cues. Specifically, perceived authenticity and advertising value were identified as the most significant predictors of favorable brand attitudes. Interestingly, privacy concerns did not exert a significant negative influence, suggesting that, in general consumer contexts, the perceived utility of the advertisement may mitigate potential data anxieties. Furthermore, moderation analysis revealed that product involvement negatively moderates the relationship between brand attitude and purchase intention, implying that AI-driven brand building is particularly effective for low-involvement product categories. These findings offer actionable insights for marketers, suggesting a strategic pivot from emphasizing AI technology to delivering authentic, high-value content. |
GoogleAnalytics