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A Comparative Study on the Persuasive Effect of PGC and AIGC Infant-Specific Water Advertising Information on People in the Context of the Intelligent Era - Based on Frame Theory

Author(s)

Jiajia Bai

Affiliation(s)

Broadcasting and Hosting, Sichuan Film and Television University, Chengdu, Sichuan, China

Abstract

This research focuses on the intelligent era. Based on the framing theory, it compares the persuasive effects of PGC (Professionally Generated Content) and AIGC (Artificial Intelligence Generated Content) advertising information of Infant-Specific water on the public. By designing a 2×2 advertising information framework, collecting data through questionnaires, and using MANOVA and ANOVA for analysis, this study explores the impact of different combinations of information sources and appeal methods on consumers' attitudes towards products and their purchasing behaviors. The aim is to provide references for the innovation of advertising theory, the optimization of enterprise strategies, and the development of the industry. The results of this study, based on 626 valid samples, explored the impact of information source (AIGC vs. PGC) and advertising frame (rational vs. emotional) on consumer purchase attitudes and behaviors using ANOVA and MANOVA. The scale demonstrated good reliability (Cronbach's α = 0.849). The ANOVA results revealed significant main effects of information source on purchase attitude (F = 6.053, p = 0.014 < 0.1) and purchase behavior (F = 8.601, p = 0.003 < 0.1). Specifically, compared with the PGC group, the AIGC group exhibited more favorable purchase attitudes and behaviors. The advertising frame showed a significant main effect only on purchase behavior (F = 3.061, p = 0.081 < 0.1). Specifically, the rational advertising frame group exhibited more favorable purchase behavior compared with the emotional advertising frame group. The MANOVA analysis indicated significant interactions between information source and advertising frame (purchase attitude: F = 575.324, p < 0.1; purchase behavior: F = 701.504, p < 0.1). Specifically, the combination of AIGC and rational frame achieved the highest scores, followed by the combination of PGC and emotional frame, while the other combinations showed weaker performance.

Keywords

Framing Theory; PGC; AIGC; Advertisements for Infant-Specific Water; Persuasive Effect

References

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