이미지 생성형 AI를 활용한 광고 특성이 광고 태도에 미치는 영향 -중국 MZ세대 소비자의 플리기 광고 인식을 중심으로- = The Influence of AI-Generated Image Advertising Characteristics on Advertising Attitude -Focusing on Chinese Millennials and Gen-Z Consumers’ Perceptions of Fliggy Advertisements-

다국어 초록 (Multilingual Abstract)

This study explores the impact of AI-generated image advertisements on consumer advertising attitudes, focusing on Fliggy, a major online travel service platform in China. As image generation technology continues to advance, understanding its effectiveness in advertising design has become increasingly important. The study identifies the need to examine how visual and creative elements generated by AI influence consumer perception. To address this, a quantitative research method was adopted. A total of 403 valid responses were collected through an online survey targeting Chinese consumers aged 18 to 34. The study investigated five key variables—interest, attention, aesthetics, originality, and information credibility—as predictors of advertising attitude. Multiple regression analysis was conducted using SPSS. The results reveal that interest, attention, originality, and information credibility have a significant positive impact on advertising attitude, while aesthetics did not show a significant effect. These findings suggest that, when designing AI-generated advertisements, emphasizing engaging and trustworthy content, as well as originality and visual focus, is essential to enhance consumer attitude and response. This study offers practical implications for digital marketers and designers aiming to apply AI technologies in travel advertising.