Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees

Fam, Kim-Shyan; Liu, Yang; Wei, Sheng; Edu, Tudor; Zaharia, Razvan; Negricea, Costel

doi:10.1080/1051712x.2024.2364699

Journal of Business-to-Business Marketing

2024

DOI: 10.1080/1051712x.2024.2364699

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Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees

Kim-Shyan Fam,

Yang Liu,

Sheng Wei

et al.

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Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence

Gu,

Jia,

Lai

et al. 2024

JTAER

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The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics of AI-generated advertisements affect consumers’ willingness to accept these advertisements from the perspectives of perceived eeriness and perceived intelligence. It found that the verisimilitude and imagination of AI-generated advertisements negatively affect the degree of perceived eeriness by consumers, while synthesis positively affects it. Conversely, verisimilitude, vitality, and imagination positively affect the perceived intelligence, while synthesis negatively affects it. Meanwhile, consumers’ perceived eeriness negatively affects their acceptance of AI-generated advertisements, while perceived intelligence positively affects their willingness to accept AI-generated advertisements. This study helps explain consumers’ attitudes toward AI-generated advertisements and offers strategies for brands and advertisers for how to use AI technology more scientifically to optimize advertisements. Advertisers should cautiously assess the possible impact of AI-generated advertisements according to their characteristics, allowing generative AI to play a more valuable role in advertising.

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Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence

Gu,

Jia,

Lai

et al. 2024

JTAER

View full text Add to dashboard Cite

show abstract

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Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees

Cited by 1 publication

References 131 publications

Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence

Exploring Consumer Acceptance of AI-Generated Advertisements: From the Perspectives of Perceived Eeriness and Perceived Intelligence

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