林心慧陸晴2025-08-272025-08-272024-09-24U0061-0507202417070300https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-0507202417070300https://nutcir-lib.nutc.edu.tw/handle/123456789/1131AI 內容生成在近年快速崛起。尤其 ChatGPT 在推出的僅兩個月後吸引了超過 1 億的用戶數量 (Chow, 2023) 。ChatGPT 在學術研究領域層面、企業實務應用層 面得到了許多應用。再者，社群媒體工具，在過去十年裡，在科技的快速發展下， 用戶的使用量明顯增加 (Turel et al., 2018) 。 本研究首先運用 ChatGPT 生成產品名稱、品牌定位(核心動機、社會動機、 目標動機)，其次使用 Bing 生成產品圖案、包裝 LOGO 圖案。接者使用 AHP 專家 評選，由行銷管理者評選出最佳化結果進行情境設計。 本研究引用 S-O-R 理論探刺激物 (S) 品牌動定位(核心動機、社會動機、目 標動機)服務場景 (Facebook/Instagram) 對有機體 (O) 情緒(愉悅、喚起)之影 響，並進一步探討有機體 (O) 情緒對反應 (R) 產品態度、反應 (R) 購買意圖之影 響。針對品牌定位以及服務場景操弄設計 3×2 共六種實驗情境，並完成搜集 186 份有效問卷，使用多變量變異數分析 (MANOVA) 以及偏最小平方法-結構方程 模式 (PLS-SEM) 分析結果。 結果顯示，核心動機及 Facebook 較能引起消費者之情緒狀態;情緒對產品態 度、購買意圖皆有正向影響。期望本研究結果能提供相關業者擬定新產品行銷策略 之參考。AI content generation has rapidly risen in recent years. In particular, ChatGPT attracted over 100 million users just two months after its launch (Chow, 2023). ChatGPT has been widely applied in academic research and business practices. Moreover, the use of social media tools has significantly increased in the past decade due to rapid technological advancements (Turel et al., 2018). This study first utilizes ChatGPT to generate product names and brand positioning (core motivation, social motivation, target motivation), and then uses Bing to create product images and packaging logo designs. Subsequently, the AHP expert selection method is employed, with marketing managers selecting the optimal results for scenario design. This research applies the S-O-R theory to explore the impact of stimuli (S) such as brand positioning (core motivation, social motivation, target motivation) and service scenarios (Facebook/Instagram) on organisms (O) in terms of emotions (pleasure, arousal), and further investigates the influence of these emotions on responses (R) such as product attitude and purchase intention. A 3×2 experimental design, manipulating intrinsic motivation and service scenarios, was used to create six different scenarios. A total of 186 valid questionnaires were collected and analyzed using Multivariate Analysis of Variance (MANOVA) and Partial Least Squares Structural Equation Modeling (PLS- SEM). The results indicate that core motivation and Facebook are more effective in eliciting consumer emotional states; emotions positively influence both product attitude and purchase intention. It is hoped that the findings of this study can provide valuable insights for companies in formulating new product marketing strategies.zh靈芝美肌飲新產品行銷品牌定位服務場景Lingzhi Beauty Drinknew product marketingintrinsic motivationService Scenariomaster thesis