Abstract

The development of Artificial Intelligence (AI) continues to profoundly influence the human-intelligence interaction. As AIGenerated Content(AIGC) progressively approaches, and in some instances, even surpasses human-created content, it augments the natural human-intelligence interaction experience, offering users convenient and efficient information services. However, it also raises the issue of the users' perception of the persuasiveness of AIGC. Consequently, there is an imperative to empirically investigate the users' perception of the persuasiveness of AIGC. Drawing upon the Stimulus-Organism-Response (SOR) theory, this paper introduces two novel variables, namely positive and negative awe, to construct a comprehensive model that elucidates the factors influencing the users' perception of the persuasiveness of AIGC. To empirically test this model, we gathers a dataset comprising 298 valid responses through a web-based questionnaire. We employ the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for rigorous statistical analysis. The findings of this study reveal that AIGC's cognitive and relational competencies exert a significantly positive impact on the elicitation of positive awe among users, while AIGC's cognitive and emotional competencies are associated with a significantly negative effect on the generation of negative awe among users. Furthermore, this study shows that positive awe has a notably favorable influence on the users' perception of the persuasiveness of AIGC, negative awe has a negative effect on the users' perception of the persuasiveness of AIGC. Innovatively, this paper introduces the concept of awe as a pivotal mechanism influencing the users' perceptions of the persuasiveness of AIGC. Through rigorous empirical analysis, this paper provides advice for technology companies on enhancing the users' perception of the persuasiveness of AIGC.

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