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http://dx.doi.org/10.15207/JKCS.2020.11.7.239

The Advertising Effect on A.I. as an Endorser: Focusing on Innovativeness and Anthropomorphism of Consumer  

Shim, Jaedok (Department of Business Administration, Korea Aerospace University)
Lee, Sanghak (School of Business, Korea Aerospace University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.7, 2020 , pp. 239-249 More about this Journal
Abstract
The purpose of this study was to verify whether the endorser effect similar to humans can be created in advertising campaigns based on the artificial intelligence endorser. In particular, considering the characteristics of artificial intelligence, a research model was presented by convergence of consumer innovativeness and anthropomorphism. The results of the online survey of 244 respondents showed that expertise of the artificial intelligence endorser has a positive effect on both brand attitude and purchase intention, but not for trustworthiness while it has a positive effect on brand attitude. Also, the effect of consumer innovativeness and anthropomorphism on brand attitude and purchase intention for artificial intelligence was found. The endorser effect was expanded to artificial intelligence, which is an intangible object, and the existing theory and research results were combined to re-verify it. Theoretical and practical implications for artificial intelligence-based products and services were presented.
Keywords
Endorser effect; A.I.; Source credibility; Consumer innovativeness; Anthropomorphism;
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Times Cited By KSCI : 4  (Citation Analysis)
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