AI 브랜디드 콘텐츠 경험이 브랜드 애착에 미치는 효과: 플로우 경험과 자아표현적 편익의 순차적 매개효과

초록

This study empirically examines how the creativity and playfulness of artificial intelligence (AI)-branded content influence brand attachment through the sequential mediation of flow experience and self-expressive benefit. Using stimuli from a fictional contemporary fashion brand, VOLTE, a between-subjects experiment was conducted to compare two AI-branded content types: a realistic lookbook film (Type A) and a surrealist art film (Type B). Both creativity and playfulness had positive effects on flow experience, and the sequential mediation path from flow experience to self-expressive benefit and brand attachment was statistically significant. Type B generated significantly higher consumer responses than Type A in terms of creativity perception, self-expressive benefit, and brand attachment. By focusing on creativity and playfulness, characteristics that consumers directly perceive while experiencing AI visual content, this study extends prior branded content research into the context of generative AI-based fashion content.

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