단계별 AI 생성 얼굴 이미지에 대한 소비자 감성 반응 변화 = Changes in Consumer Affective Responses to AI-Generated Facial Images Across Generation Stages

다국어 초록 (Multilingual Abstract)

This study aimed to investigate changes in consumer acceptance according to the degree of image transformation by presenting visual stimuli of progressively altered face images using generative AI technology. Analysis revealed that the level of transformation significantly influenced various affective responses, including visual appeal, perceived realism, emotional reaction, trust, and brand association. As the degree of transformation increased, consumer responses showed nonlinear patterns. Images transformed at levels 2 to 4 most effectively maintained a balance between realism and creativity, receiving consistently positive evaluations in terms of emotional engagement, visual appeal, and trust.
These images were identified as the most effective for enhancing emotional receptivity and persuasive power across practical contexts, such as brand content, social media advertising, and web-based communication. In contrast, images with transformation levels above 7 demonstrated high visual originality but significantly lower perceived realism and trust, making them less suitable for conveying messages grounded in real-world brands.
Differences in emotional sensitivity and acceptance thresholds also emerged depending on the age and gender characteristics of the image. Notably, older-aged images were sometimes interpreted positively in terms of individuality or symbolism, even at moderate transformation levels. These findings suggest the need for a strategic approach that considers both the degree of transformation and the characteristics of the target image when applying generative AI in visual communication.