隨著生成式AI技術快速發展，越來越多品牌開始採用生成式AI製作廣告影片以降低製作成本與時間，然而生成式AI廣告影片能否如人類創作廣告影片一樣有效建立受眾對其的信任度、創意性的感知，都會影響品牌態度與購買意願，特別是在快速消費品（FMCG）此類低涉入度的情境下，相關研究略有不足。本研究以效果階層模式（Hierarchy of Effects Model, HOE）為理論架構，探討生成式AI廣告影片與人類創作廣告影片在信任度（Trust）與創意性（Creativity）上是否存在差異，並以品牌態度（Brand Attitude）作為中介變項，檢驗其對購買意願（Purchase Intention）的影響。
　　本研究採用實驗法設計，最終招募了38位台灣受測者，每位受測者需觀看六支與快速消費品（FMCG）相關之廣告影片（三支為生成式AI製作、三支為人類創作），並於觀看每支影片後填答問卷。實驗過程中未主動揭露影片來源。問卷回收後經注意力題篩選，最終得到35份有效問卷，共210筆（35×6）有效資料，並以PLS-SEM進行構面信效度檢驗、配對樣本T檢定分析、結構路徑分析。
　　研究結果顯示，生成式AI廣告影片在信任度與創意性上的感知均低於人類創作廣告影片，其中創意性的結果與原來假設方向相反。而信任度和創意性均對品牌態度有顯著的正向影響，品牌態度也對購買意願有顯著的正向影響，且品牌態度在信任度、創意性與購買意願之間扮演完全中介的角色。當中也發現受眾對於生成式AI廣告影片的評價高低並非在於是否由AI製作，而是取決於是否感知到影片上的AI痕跡。影片擬真度越高、AI痕跡越不明顯，其信任度和創意性的感知與人類創作廣告影片的差異也會較小。
　　本研究結論指出，即使生成式AI技術日漸成熟，但現階段製作的廣告影片仍然難以完全取代人類創作廣告影片，兩者在信任度、創意性上還是存在差距。而消費者的購買決策心理歷程並沒有因為新科技的出現而改變，效果階層模式（Hierarchy of Effects Model, HOE）在生成式AI時代依然具有良好的解釋力。本研究補足在生成式AI廣告影片、低涉入度產品以及台灣本土消費者等觀點上的研究缺口，並將討論焦點由是否使用生成式AI製作延伸至是否辨識到AI痕跡，以讓品牌與行銷人員評估生成式AI廣告影片的使用時機、風險等參考。

Nowadays, an increasing numbers of brands have adopted generative AI to produce advertising videos in order to reduce production costs and time. However, whether generative AI produced advertising videos can establish audience trust and perceived creativity as effectively as human created videos, and thereby influence the brand attitude and purchase intention, remains insufficiently examined, particularly in FMCG. Based by Hierarchy of Effects Model (HOE), this study examines whether generative AI produced and human created advertising videos differ in audience-perceived trust and creativity, and tests brand attitude as a mediating variable influencing purchase intention.
The experimental design had collected 35 valid responses (210 valid data) in Taiwan, each of them viewed six FMCG related advertising videos (3 generative AI produced and 3 human created) without active disclosure about the video source, and completed a questionnaire after finishing watching each video. Construct reliability and validity, paired-sample t-tests, and structural path analysis were conducted using PLS-SEM.
Results showed that generative AI produced videos elicited significantly lower perceived trust and creativity than human created videos, with the creativity result running opposite to the original hypothesis. Both trust and creativity significantly and positively affect brand attitude, which in turn significantly and positively affect purchase intention. Brand attitude fully mediated the effects of trust and creativity on purchase intention. Further analysis found that audience evaluation of generative AI videos did not just depend on whether the video was AI produced or not, but the detectability of residual AI artifacts. higher video realism was associated with less detectable.
The study concluded that, despite the growing of generative AI, AI produced advertising videos still cannot fully replace human created videos, as there was a gap in perceived trust and creativity persists between the two. Consumers' purchase decision process still being unchanged with this new technology, indicating that the Hierarchy of Effects Model remains applicable in the generative AI aera. This study addressed gaps in the literature on generative AI advertising videos, low-involvement product contexts, and Taiwanese consumer perspectives, shifting the discussion from "whether AI was used" to "whether AI traces are detected". Brands and marketers could have a reference about the timing, risks, and appropriate use cases of generative AI advertising videos.

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