學術產出-學位論文
| 題名 | AI虛擬新聞主播擬人化程度對閱聽人的新聞態度與新聞觀看意圖之影響 The Impact of AI News Anchors’ Anthropomorphism on Audiences’ News Attitude and News-Watching Intentions |
| 作者 | 張祺淯 Chang, Chi-Yu |
| 貢獻者 | 林日璇 Lin, Jih-Husan 張祺淯 Chang, Chi-Yu |
| 關鍵詞 | 人工智慧(AIET) AI虛擬新聞主播 擬人化 外表吸引力 可信度 新聞態度 新聞觀看意圖 AI-enabled technology (AIET) AI news anchor anthropomorphism attractiveness trustworthiness audience attitudes toward news news-watching intentions |
| 日期 | 2024 |
| 上傳時間 | 3-三月-2025 14:50:24 (UTC+8) |
| 摘要 | 隨著人工智慧的快速變革與生成式AI突破性的技術發展，運用AI虛擬新聞主播來播報新聞，逐漸成為新聞媒體產業的重要趨勢之一，其中擬人化 (Anthropomorphism)被廣泛運用在AI虛擬新聞主播的外觀設計與表達方式上， 因此本研究旨在探討AI虛擬新聞主播的擬人化程度會如何影響閱聽人的新聞態度及新聞觀看意圖。
本研究採線上實驗法，以AI虛擬新聞主播的擬人化程度分為兩組:仿真人形象組與卡通化形象組的受試者間設計(between-subjects design)，將外表吸引力(Attractiveness)作為中介變項、可信度(Trustworthiness)作為調節變項，此 次實驗ㄧ共有80位受試者。研究結果發現，AI虛擬新聞主播的擬人化程度與外 表吸引力呈正相關;且外表吸引力對閱聽人的新聞態度與新聞觀看意圖有顯著正向影響，此外，外表吸引力在擬人化程度與閱聽人新聞態度、新聞觀看意圖的關係中有中介效果，然而可信度在以上關係中並未具有調節效果。 With the rapid advancements in artificial intelligence and the breakthrough development of generative AI technologies, the use of AI virtual news anchors has emerged as a significant trend in the news media industry. Anthropomorphism is widely applied in the design and presentation of AI virtual news anchors. Therefore, this research aimed to investigate how the degree of anthropomorphism in AI news anchors influences audience attitudes toward news and their intentions to watch news. This study conducted an online experiment, categorizing AI news anchors into two groups based on the degree of anthropomorphism: a human-like image group and a cartoon-like image group, using a between-subjects design. Attractiveness was examined as a mediator variable, while trustworthiness served as a moderator variable. A total of 80 participants were recruited for this experiment. The findings indicate that higher levels of anthropomorphism in AI news anchors were positively associated with greater attractiveness. Attractiveness positively influenced audience attitudes toward news and their news-watching intentions. Furthermore, attractiveness mediated the relationship between the degree of anthropomorphism and both audience attitudes toward news and their news-watching intentions. However, trustworthiness did not exhibit a moderating effect within these relationships. |
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| 描述 | 碩士 國立政治大學 傳播學院傳播碩士學位學程 110464048 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G0110464048 |
| 資料類型 | thesis |
| dc.contributor.advisor | 林日璇 | zh_TW |
| dc.contributor.advisor | Lin, Jih-Husan | en_US |
| dc.contributor.author (作者) | 張祺淯 | zh_TW |
| dc.contributor.author (作者) | Chang, Chi-Yu | en_US |
| dc.creator (作者) | 張祺淯 | zh_TW |
| dc.creator (作者) | Chang, Chi-Yu | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 3-三月-2025 14:50:24 (UTC+8) | - |
| dc.date.available | 3-三月-2025 14:50:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-三月-2025 14:50:24 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0110464048 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/156048 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院傳播碩士學位學程 | zh_TW |
| dc.description (描述) | 110464048 | zh_TW |
| dc.description.abstract (摘要) | 隨著人工智慧的快速變革與生成式AI突破性的技術發展，運用AI虛擬新聞主播來播報新聞，逐漸成為新聞媒體產業的重要趨勢之一，其中擬人化 (Anthropomorphism)被廣泛運用在AI虛擬新聞主播的外觀設計與表達方式上， 因此本研究旨在探討AI虛擬新聞主播的擬人化程度會如何影響閱聽人的新聞態度及新聞觀看意圖。 本研究採線上實驗法，以AI虛擬新聞主播的擬人化程度分為兩組:仿真人形象組與卡通化形象組的受試者間設計(between-subjects design)，將外表吸引力(Attractiveness)作為中介變項、可信度(Trustworthiness)作為調節變項，此 次實驗ㄧ共有80位受試者。研究結果發現，AI虛擬新聞主播的擬人化程度與外 表吸引力呈正相關;且外表吸引力對閱聽人的新聞態度與新聞觀看意圖有顯著正向影響，此外，外表吸引力在擬人化程度與閱聽人新聞態度、新聞觀看意圖的關係中有中介效果，然而可信度在以上關係中並未具有調節效果。 | zh_TW |
| dc.description.abstract (摘要) | With the rapid advancements in artificial intelligence and the breakthrough development of generative AI technologies, the use of AI virtual news anchors has emerged as a significant trend in the news media industry. Anthropomorphism is widely applied in the design and presentation of AI virtual news anchors. Therefore, this research aimed to investigate how the degree of anthropomorphism in AI news anchors influences audience attitudes toward news and their intentions to watch news. This study conducted an online experiment, categorizing AI news anchors into two groups based on the degree of anthropomorphism: a human-like image group and a cartoon-like image group, using a between-subjects design. Attractiveness was examined as a mediator variable, while trustworthiness served as a moderator variable. A total of 80 participants were recruited for this experiment. The findings indicate that higher levels of anthropomorphism in AI news anchors were positively associated with greater attractiveness. Attractiveness positively influenced audience attitudes toward news and their news-watching intentions. Furthermore, attractiveness mediated the relationship between the degree of anthropomorphism and both audience attitudes toward news and their news-watching intentions. However, trustworthiness did not exhibit a moderating effect within these relationships. | en_US |
| dc.description.tableofcontents | 第一章 緒論 9 第一節 研究背景與動機 9 第二節 研究目的 12 第二章 文獻回顧 14 第一節 AI 虛擬新聞主播(AI NEWS ANCHOR) 14 第二節 人工智慧啟用科技(AI-ENABLED TECHNOLOGY, AIET) 16 第三節 擬人化(ANTHROPOMORPHISM) 17 第四節 外表吸引力(ATTRACTIVENESS) 21 第五節 可信度(TRUSTWORTHINESS) 23 第三章 研究方法 27 第一節 研究架構圖 27 第二節 研究假設 28 第三節 實驗設計 29 一、 實驗刺激物挑選 30 二、 前測設計與說明 30 三、 前測實驗結果 33 四、 正式實驗招募與流程 34 第四節 變項測量 35 一、自變項/操弄變項:擬人化程度 35 二、中介變項:外表吸引力 36 三、調節變項:可信度 36 四、應變項:閱聽人新聞態度、閱聽人新聞觀看意圖 37 (一)閱聽人新聞態度 37 (二)閱聽人新聞觀看意圖 38 五、人口統計變項 39 第四章 研究結果 40 第一節 樣本與描述性統計 40 第二節 量表信度檢測 42 一、外表吸引力量表信度檢測 42 二、可信度量表信度檢測 42 三、新聞態度量表信度檢測 43 四、新聞觀看意圖量表信度檢測 43 第三節 操弄檢定 43 第四節 假設檢驗 44 一、假設一:擬人化程度與閱聽人之關係 44 二、假設二:擬人化程度與外表吸引力之關係 45 三、假設三:外表吸引力與閱聽人之關係 45 四、假設四:外表吸引力之中介效果 46 五、假設五:可信度之調節效果 50 六、假設六:可信度之調節效果 52 七、假設七:可信度之調節效果 54 八、假設驗證小結 57 第五章 結論 58 第一節 研究發現與討論 59 一、AI 虛擬新聞主播外表吸引力與閱聽人之效果 59 二、AI 虛擬新聞主播可信度與閱聽人之效果 62 三、額外分析:AI 虛擬新聞主播可信度之中介效果 63 第二節 學術與實務貢獻 66 一、學術貢獻 66 二、實務貢獻 67 第三節 研究限制與未來研究建議 69 參考文獻 71 附錄 82 附錄一:前測問卷 (實驗刺激物挑選) 82 附錄二:正式實驗問卷 (仿真人形象組) 91 附錄三:正式實驗問卷 (仿卡通形象組) 96 | zh_TW |
| dc.format.extent | 5875077 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0110464048 | en_US |
| dc.subject (關鍵詞) | 人工智慧(AIET) | zh_TW |
| dc.subject (關鍵詞) | AI虛擬新聞主播 | zh_TW |
| dc.subject (關鍵詞) | 擬人化 | zh_TW |
| dc.subject (關鍵詞) | 外表吸引力 | zh_TW |
| dc.subject (關鍵詞) | 可信度 | zh_TW |
| dc.subject (關鍵詞) | 新聞態度 | zh_TW |
| dc.subject (關鍵詞) | 新聞觀看意圖 | zh_TW |
| dc.subject (關鍵詞) | AI-enabled technology (AIET) | en_US |
| dc.subject (關鍵詞) | AI news anchor | en_US |
| dc.subject (關鍵詞) | anthropomorphism | en_US |
| dc.subject (關鍵詞) | attractiveness | en_US |
| dc.subject (關鍵詞) | trustworthiness | en_US |
| dc.subject (關鍵詞) | audience attitudes toward news | en_US |
| dc.subject (關鍵詞) | news-watching intentions | en_US |
| dc.title (題名) | AI虛擬新聞主播擬人化程度對閱聽人的新聞態度與新聞觀看意圖之影響 | zh_TW |
| dc.title (題名) | The Impact of AI News Anchors’ Anthropomorphism on Audiences’ News Attitude and News-Watching Intentions | en_US |
| dc.type (資料類型) | thesis | en_US |
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