Research on the Influence of User Acceptance Willingness for AI-Generated Ads: A Perspective Based on Perceived Eeriness
DOI:
https://doi.org/10.54097/eqv6ek17Keywords:
AI-generated advertisements, user acceptance willingness, perceived eeriness, perceive trust, perceived effort.Abstract
Based on the uncanny valley theory, this study uses the scenario experiment method to explore user acceptance willingness toward AI-generated advertisements and its influence mechanism, and analyzes the roles of perceived eeriness, perceived trust, and perceived effort in this process. The study finds that perceived eeriness has a significant negative impact on user acceptance willingness toward AI-generated advertisements, while perceived trust and perceived effort play a mediating role between perceived eeriness and user acceptance willingness. This study provides a theoretical basis and practical implications for advertising practitioners and technology developers to optimize advertising design.
Downloads
References
[1] Shi Feng, Yang Yang, Yuan Yun, et al. Marketing Transformation Driven by Artificial Intelligence. Chinese Journal of Management Science, 2025, 33 (01): 111 - 123.
[2] Tan Huihuang. Intelligent Content Production in Advertising: Core Areas, Contemporary Dilemmas, and Development Trends. Editors Friend, 2024 (3): 89 - 95.
[3] Jiang Zhibin, Zhou Yang. Phased Disruptive Innovation: Research on the Impact of Generative Artificial Intelligence on the Advertising Industry. Editors Friend, 2023, (11): 59 - 66.
[4] Gu Chenyan, Jia Shuyue, Lai Jiaying, et al. Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence. Journal of Theoretical and Applied Electronic Commerce Research, 2024, 19 (3): 2218 - 2238. DOI: https://doi.org/10.3390/jtaer19030108
[5] Song S W, Shin M. Uncanny valley effects on Chatbot trust, purchase intention, and adoption intention in the context of e-commerce: The moderating role of avatar familiarity. International Journal of Human–Computer Interaction,2022, 40 (2): 441 – 456. DOI: https://doi.org/10.1080/10447318.2022.2121038
[6] Mori M. Bukimi no tani [the Uncanny Valley]. Energy, 1970, 7 (4): 33 - 35.
[7] Wu L, Wen T J. Understanding AI Advertising from the Consumer Perspective: What Factors Determine Consumer Appreciation of AI-Created Advertisements? Journal of Advertising Research, 2021, 61 (2): 133 - 146. DOI: https://doi.org/10.2501/JAR-2021-004
[8] Bartneck C, Kanda T, Ishiguro H, et al. My Robotic Doppelganger—A Critical Look at the Uncanny Valley. The 18th IEEE International Symposium on Robot and Human Interactive Communication, Japan, 2009: 269 – 276. DOI: https://doi.org/10.1109/ROMAN.2009.5326351
[9] Sundar S. Rise of Machine Agency: A Framework for Studying the Psychology of Human–AI Interaction (HAII). Journal of Computer-Mediated Communication, 2020, 25 (1): 74 - 88. DOI: https://doi.org/10.1093/jcmc/zmz026
[10] Kim D J, Ferrin D L, Rao H R. A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 2008 (2): 544 - 564. DOI: https://doi.org/10.1016/j.dss.2007.07.001
[11] Liao Bingyi, Liang Xuanxuan. Research on the Impact of Transparency of Native Advertising in Douyin Short Videos on Advertising Effectiveness. Journalism Review, 2024, (11): 51 - 69.
[12] Kruger J, Wirtz D, Boven L V, et al. The Effort Heuristic. Journal of Experimental Social Psychology, 2004, 40 (1): 91 - 98. DOI: https://doi.org/10.1016/S0022-1031(03)00065-9
[13] Dong Zerui, Du Jiangang. Research on the Positive Effects of Handmade Manufacturing and Its Influence Mechanism on Product Evaluation. Nankai Business Review, 2020, 23 (03): 188 - 199.
[14] Ho C, MacDorman K F. Measuring the Uncanny Valley Effect: Refinements to Indices for Perceived Humanness, Attractiveness, and Eeriness. International Journal of Social Robotics, 2017 (9): 129 - 139. DOI: https://doi.org/10.1007/s12369-016-0380-9
[15] Wongkitrungrueng A, Assarut N. The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers. Journal of Business Research, 2020, 117: 543 - 556. DOI: https://doi.org/10.1016/j.jbusres.2018.08.032
[16] Mohr L A, Bitner M J. The Role of Employee Effort in Satisfaction with Service Transactions. Journal of Business Research, 1995, 32 (3): 239 - 252. DOI: https://doi.org/10.1016/0148-2963(94)00049-K
[17] Venkatesh V, Morris M G, Davis G B, et al. User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly Management Information Systems, 2003, 27 (3): 425 - 478. DOI: https://doi.org/10.2307/30036540
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Highlights in Business, Economics and Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
