隨著生成式人工智慧（Generative AI，GAI）技術的迅速發展，企業廣泛應用此技術於廣告創作中，以提升內容的擬真性與創造力。然而，過度操控的AI廣告是否會影響消費者的心理負擔與購買行為，仍有待深入探討。本研究旨在分析GAI廣告之操縱複雜度對消費者感知擬真性、感知創造力、內隱壓力與購買意圖之影響，並引入視覺風格（虛幻／真實）作為調節變數，探討調節效果。本研究採用實驗室實驗法，透過設計不同操縱複雜度與視覺風格的廣告影片，並結合問卷調查與腦波儀（EEG）測量受測者的心理與生理反應，共回收125份有效樣本。問卷資料以SmartPLS 4.0進行結構方程模型分析，腦波數據則以EMOTIV PRO 3.0進行解讀。研究結果顯示：操縱複雜度顯著正向影響感知擬真性、感知創造力與壓力；感知擬真性與創造力亦正向影響購買意圖；而壓力則出乎意料地對購買意圖具有正向影響，顯示適度的心理壓力可能提高注意力與廣告處理深度。此外，視覺風格在部分路徑中展現調節效果，特別是在操縱複雜度對感知擬真性與壓力的關係上更為顯著。此結果說明GAI廣告的設計應在擬真性與創造力之間取得平衡，並考量視覺風格對消費者心理反應的潛在影響。

With the rapid advancement of Generative Artificial Intelligence (GAI) technologies, businesses have increasingly adopted GAI for advertising creation to enhance content verisimilitude and creativity. However, concerns remain regarding whether excessively manipulated AI-generated advertisements may impose psychological burdens on consumers and influence their purchasing behavior. This study aims to examine the impact of manipulation sophistication in GAI advertisements on consumers’ perceived verisimilitude, perceived creativity, implicit stress, and purchase intention. Visual style (fantasy vs. reality) is introduced as a moderating variable to explore its regulatory role in these relationships. A laboratory experiment was conducted using video advertisements with varying levels of manipulation sophistication and visual styles. Psychological and physiological responses were collected through questionnaires and electroencephalogram (EEG) measurements, yielding 125 valid samples. Questionnaire data were analyzed using SmartPLS 4.0 for structural equation modeling, and EEG data were interpreted via EMOTIV PRO 3.0. The results indicate that manipulation sophistication significantly and positively affects perceived verisimilitude, perceived creativity, and stress. Furthermore, both perceived verisimilitude and perceived creativity positively influence purchase intention. Notably, stress unexpectedly showed a positive effect on purchase intention, suggesting that moderate psychological stress may enhance attention and depth of advertisement processing. Visual style demonstrated moderating effects in several pathways, particularly between manipulation sophistication and both perceived verisimilitude and stress. These findings highlight the importance of balancing verisimilitude and creativity in GAI advertisement design while considering the potential psychological impact of visual style on consumer responses.

目錄
第一章	緒論	1
1.1	研究背景與動機	1
1.2	研究目的	4
第二章	文獻探討	6
2.1	生成式人工智慧與廣告	6
2.2	生成式人工智慧之操縱複雜度	7
2.3	生成式人工智慧與購買意圖	9
2.4	行為信念的前因（Antecedents of Behavioral Beliefs）	10
2.4.1	行為信念的內隱前因(Implicit Antecedent of Behavioral Beliefs)	11
2.4.1.1	 內隱壓力(Implicit Stress)	11
2.4.2	行為信念的外顯前因(Explicit Antecedents of Behavioral Beliefs)	12
2.4.2.1	 外顯擬真性 (Explicit Verisimilitude)	13
2.4.2.2	 外顯創造力 (Explicit Creativity)	14
第三章	研究方法	15
3.1	研究模型	15
3.2	研究流程	16
3.3	研究假說	17
3.3.1	操縱複雜度	17
3.3.2	視覺風格（Visual Style）	18
3.3.3	外顯擬真性	21
3.3.4	外顯創造力	21
3.3.5	內隱壓力	22
3.4	研究設計	22
3.4.1	生成式AI廣告設計架構	22
3.4.2	實驗流程	24
3.4.3	實驗設計	25
3.4.4	腦波資料蒐集	28
3.4.5	實驗對象	29
3.5	問卷設計	30
3.5.1	問卷題項	30
第四章	資料分析與結果	34
4.1	資料分析方法	34
4.2	樣本描述	34
4.2.1	性別	34
4.2.2	年齡	34
4.2.3	使用生成式AI相關軟體的頻率	35
4.2.4	網購的頻率	35
4.3	測量模型分析	36
4.4	共線性分析	38
4.5	腦波壓力數值轉換	39
4.6	腦波資料	40
4.7	腦顯影圖	41
4.8	結構模型分析	44
4.9	假說結果驗證	46
第五章	結論與建議	47
5.1	研究結果與討論	47
5.1.1	操縱複雜度對於感知擬真性、感知創造力、壓力之關係	47
5.1.2	感知擬真性、感知創造力、壓力對於購買意圖之關係	48
5.1.3	視覺風格在操縱複雜度對於購買意圖的影響有顯著調節效果	49
5.2	理論意涵	51
5.3	實務意涵	51
5.4	研究限制與建議	52
參考文獻	54
附錄 研究問卷之問項	61

圖目錄
圖1研究模型	16
圖2實驗流程	25
圖3 AI生成式室內設計網站之操作流程	27
圖4腦波儀器	28
圖5配戴示意圖	28
圖6腦波資料流程圖	29
圖7觀看虛幻風格(壓力高)廣告之腦波壓力值個案截圖	39
圖8觀看真實風格(壓力低)廣告之腦波壓力值個案截圖	40
圖9觀看虛幻風格廣告之腦波個案截圖	41
圖10觀看真實風格廣告之腦波個案截圖	41
圖11虛幻風格廣告開始時	43
圖12虛幻風格廣告結束時	43
圖13真實風格廣告開始時	44
圖14真實風格廣告結束時	44
圖15結構模型分析	45

表目錄
表1研究流程	16
表2操縱複雜度問項	31
表3感知擬真性問項	31
表4感知創造力問項	32
表5購買意圖問項	33
表6一般性統計資料	35
表7信效度評估：各構面敘述性統計	37
表8驗證性因素和交叉負荷	37
表9區別效度評估: Fornell & Larcker分析	38
表10共線性分析	38
表11假說結果驗證	46

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