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| Title: | AI寫作工具應用於社群行銷內容對消費者行為之影響
The Impact of AI Writing Tools Applied to Social Media Marketing Content on Consumer Behavior |
| Authors: | 韋馨媛
Wei, Xin-Yuan |
| Contributors: | 邱志聖
韋馨媛
Wei, Xin-Yuan |
| Keywords: | ChatGPT
AI
社群行銷
產品評價
產品喜好度
興趣
ChatGPT
AI
social media marketing
product evaluation
product likability
interest |
| Date: | 2024 |
| Issue Date: | 2025-03-03 14:27:04 (UTC+8) |
| Abstract: | 近年來，隨著人工智慧（AI）工具的蓬勃發展，不僅個人開始將AI工具（例如ChatGPT）作為個人助理使用，越來越多企業也將AI技術融入其業務流程中。在這些應用中，以行銷領域最為普遍。因此，本研究專注於探討社群行銷內容，了解人類與AI工具所撰寫的社群文案對消費者的影響及AI寫作工具在行銷不同類型產品時的適用時機。
本研究透過人類與 AI 工具（ChatGPT 及專以行銷寫作目的為主的 Rytr）分別針對科技產品及快速消費品撰寫社群文案。研究採用了3（ChatGPT、Rytr、人類）× 2（科技產品、快速消費品）的實驗設計，旨在探討不同的文案生成方式應用於不同類型產品的社群行銷文案時，對消費者的產品評價、喜好程度、興趣和信任程度的影響。
針對人類與AI工具所撰寫的社群文案對消費者的影響，研究結果顯示在產品評價、喜好程度、興趣和信任程度上，人類與AI工具所生成的社群文案沒有顯著差異。而AI寫作工具在行銷不同類型產品時的適用時機，研究結果則得出相較於科技產品文案，Rytr應用於消費品社群文案上能更有效提升消費者對產品的評價、喜好程度和興趣；ChatGPT僅在興趣構面上，在消費品社群文案中有顯著影響；至於信任程度，兩種AI工具在不同類型產品上的應用沒有顯著差異。
In recent years, with the rapid development of artificial intelligence (AI) tools, not only have individuals begun to use AI tools (such as ChatGPT) as personal assistants, but more and more businesses are also integrating AI technology into their business processes. Among these applications, marketing is the most prevalent field. Therefore, this study focuses on exploring social media marketing content, examining the impact of social media copy written by humans and AI tools on consumers, and identifying the appropriate occasions for using AI writing tools when marketing different types of products.
In this study, social media copy for technology products and fast-moving consumer goods was written by both humans and AI tools (ChatGPT and Rytr, which is specifically designed for marketing writing purposes). The research employed a 3 (ChatGPT, Rytr, human) × 2 (technology products, fast-moving consumer goods) experimental design to investigate the impact of different copywriting methods applied to different types of products on consumers' product evaluations, preferences, interest, and trust.
Regarding the impact of social media copy written by humans and AI tools on consumers, the results showed no significant difference in product evaluations, preferences, interest, and trust between human-generated and AI-generated social media copy. As for the appropriate occasions for using AI writing tools when marketing different types of products, the findings revealed that compared to technology product copy, Rytr was more effective in enhancing consumers' product evaluations, preferences, and interest in social media copy for consumer goods. ChatGPT only showed a significant impact on the interest dimension in consumer goods social media copy. In terms of trust, there was no significant difference in the application of the two AI tools across different types of products. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351021 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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