隨著生成式人工智慧（AIGC）大量導入廣告製作流程，品牌雖能以極低成本快速產出高擬真廣告內容，卻時常面臨著被觀眾評為「令人不安」、「無趣」或「難以信任」。本研究以恐怖谷理論為核心，聚焦 AI 廣告角色在人性化程度由「中等」邁向「高等」的關鍵區段，探討人性化程度如何透過「吸引力」與「詭異感」影響消費者購買意願，並納入廣告呈現形式（靜態 vs. 動態）作為調節變項。本研究以線上實驗法操弄AI 生成廣告角色的人性化程度（中等 vs. 高等）與廣告形式（平面圖像 vs. 影音廣告），以虛構低涉入咖啡品牌為刺激物，透過線上實驗蒐集消費者樣本，測量受試者對AI廣告角色之人性化程度、吸引力、詭異感與對該廣告之廣告態度、品牌態度與購買意願。
本研究共回收200份有效樣本，研究結果顯示中等人性化AI角色相較於高人性化角色，會顯著降低吸引力並提升詭異感，驗證恐怖谷效應於AI廣告情境中的適用性。此外，人性化程度對說服效果並無直接影響，而是透過吸引力與詭異感產生間接效果。其中，吸引力對廣告態度、品牌態度與購買意願皆具顯著正向影響，且在動態廣告情境下形成顯著負向中介效果；詭異感則僅影響態度層面，且其效果主要出現在靜態廣告中。整體而言，研究發現吸引力與詭異感構成雙路徑說服機制，且廣告呈現形式為關鍵的調節條件。
在學術貢獻方面，本研究將恐怖谷效應延伸至AI生成廣告情境，並發現其具有情境依賴的邊界條件，進一步建立「吸引力、詭異感」雙路徑說服模型，補足過往偏重負向情緒之研究缺口。在實務貢獻方面，本研究建議品牌應採取「形式導向」設計策略：動態廣告中避免中等人性化角色，或採低人性化／風格化設計；靜態廣告則可採高人性化角色，以提升整體說服效果。

As generative AI (AIGC) is increasingly integrated into advertising production, brands can now create highly realistic ads at low cost and high speed. However, many AI-generated campaigns have been criticized as “lifeless,” “creepy,” or “hard to trust,”. Grounded in Uncanny Valley theory, this study focuses on the critical transition zone from moderate to high humanness in AI ad characters. It examines how perceived humanness shapes consumers’ purchase intention through two core emotional mechanisms, attractiveness and eeriness. And whether ad format (static vs. dynamic) moderates these effects. An online experiment will manipulate the humanness level of AI-generated characters (moderate vs. high) and ad format (image vs. video) using a fictitious low-involvement coffee brand as the stimulus. Participants will evaluate perceived humanness, AI ad character attractiveness, eeriness, Ad attitude, brand attitude and purchase intention.
A 2 × 2 between-subjects online experiment (N = 200) was conducted using a fictitious low-involvement brand. Results show that moderately human-like characters, compared to highly human-like ones, decrease attractiveness and increase eeriness, supporting the Uncanny Valley effect in AI advertising. Perceived humanness does not directly affect persuasion outcomes but operates indirectly through these mediators. Attractiveness positively influences advertising attitude, brand attitude, and purchase intention, with a significant negative mediation effect emerging under dynamic formats. In contrast, eeriness primarily affects attitudinal outcomes and is evident only in static formats.
These findings highlight a dual-path persuasion mechanism and identify advertising format as a critical boundary condition. This study extends Uncanny Valley Theory to AI-generated advertising and offers implications for the design of AI-driven ad content.

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