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- Tác giả: Đinh Thị Hoài Thu
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2025
- Mô tả vật lý: 136 p.
- Tóm tắt: This study employed a quantitative approach to examine factors influencing consumers’ acceptance of AI-generated advertisements in Ho Chi Minh City, grounded in S-O-R theory, TAM, and the advertising value model. Using SEM, the analysis identified attitude toward AI ads as a key determinant of acceptance, with perceived usefulness, ease of use, entertainment, and irritation influencing this attitude. The findings underscore the importance of emotional and usability-related factors in shaping favorable ...
- Từ khóa: KLTN; Khóa luận tốt nghiệp; AI; trí tuệ nhân tạo
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