| dc.contributor | 企管系 | |
| dc.creator (作者) | 朴星俊;朱怡亭 | |
| dc.creator (作者) | Park, Sungjun (Steven);Chu, Yiting(Tami);Chung, June-Ho | |
| dc.date (日期) | 2025-06 | |
| dc.date.accessioned | 7-Jul-2025 10:17:04 (UTC+8) | - |
| dc.date.available | 7-Jul-2025 10:17:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Jul-2025 10:17:04 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157908 | - |
| dc.description.abstract (摘要) | This research aims to offer novel insights for advertisers by comparing two AI agents as new product endorsers (human-like versus cartoon-like) across three studies (n = 1,228). Study 1 (n = 145) explores consumers’ emotional responses tied to ad engagement. Study 2 (n = 283) identifies visual thinking as a mediator and examines its influence on different pricing strategies (premium vs. freemium). Study 3 (n = 800) extends these findings to actual consumer choice behavior. Altogether, our findings offer a timely contribution by helping marketers match AI-powered endorser types with consumer expectations in new product promotions—an area that remains largely unexplored despite rapid technological advances and increasing accessibility in AI-driven avatar design. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Journal of Advertising Research, Vol.65, No.2, pp.259-277 | |
| dc.subject (關鍵詞) | AI endorser; artificial intelligence; ad engagement emotions; advertising; freemium; premium | |
| dc.title (題名) | Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers? | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1080/00218499.2025.2497615 | |
| dc.doi.uri (DOI) | https://doi.org/10.1080/00218499.2025.2497615 | |
