隨著生成式 AI（Generative AI）技術快速發展，候選人開始運用 AI 生成圖像塑造競選形象，以降低製作成本並提升視覺吸引力。然而，生成式 AI 圖像所呈現的不同形象風格，究竟如何影響選民對候選人的態度與投票意願，仍缺乏實證說明，特別是在政治傳播情境中，使用虛擬角色或美化自我形象的 AI 圖像，究竟是拉近選民距離，抑或反而提高心理距離仍待釐清。
　　本研究透過三個實驗，從解釋水平理論的觀點切入，探討競選廣告中不同生成式 AI 產出風格（美化自我形象 vs. 虛擬角色形象）對選民態度與投票意願的影響，並進一步檢驗人像距離與動作描繪程度在其中所扮演的干擾角色。結果顯示：（1）美化自我形象（vs. 虛擬角色形象）能提升選民的廣告態度、候選人態度與投票意願；（2）生成式 AI 產出風格主要透過降低選民的假設性距離，引發較低解釋水平，進而產生正向廣告效果；（3）人像距離會干擾生成式 AI 產出風格的影響機制，在近距離情境下，美化自我形象透過處理流暢性與訊息相關性提升選民態度與投票意願；在遠距離情境下，美化自我形象則促使選民進行較理性、分析型的評估；（4）在低動作描繪情境下，美化自我形象仍能透過處理流暢性發揮說服效果；而在高動作描繪情境中，較高喚起會改變選民的心理狀態，使其不再完全依賴解釋水平與處理流暢性進行評估，進而削弱該中介效果。
　　整體而言，本研究說明生成式 AI 視覺效果並非恆常有效，而高度仰賴選民當下的心理距離、解釋水平建構與情境條件。本研究不僅補充生成式 AI 於政治傳播領域的實證研究缺口，亦從解釋水平理論出發，釐清人像風格、人像距離與動作描繪程度如何共同形塑選民的態度與行為反應，並可作為競選團隊於設計生成式 AI 視覺策略時的重要參考依據，同時協助選民理解競選廣告中生成式 AI 圖像的潛在影響機制，促進更理性的政治判斷。

　　With the rapid advancement of generative artificial intelligence (AI), political candidates increasingly adopt AI-generated images to construct campaign personas and enhance visual appeal. However, empirical evidence remains limited regarding how different generative AI image styles influence voters’ attitudes toward candidates and their voting intentions, particularly whether such visuals reduce or increase perceived psychological distance in political communication.
　　Drawing on construal level theory, this study reports findings from three experiments examining how generative AI output styles (beautified self-image vs. virtual character image) in campaign advertisements affect advertising attitudes, candidate attitudes, and voting intentions, as well as how image distance and the degree of action depiction moderate these effects. The results indicate that: (1) beautified self-images (vs. virtual character images) significantly enhance advertising attitudes, candidate attitudes, and voting intentions; (2) the persuasive effect of generative AI output style operates primarily by reducing voters’ perceived hypothetical distance, thereby inducing a lower level of construal; (3) image distance moderates this mechanism, such that under close-distance conditions, beautified self-images increase voters’ attitudes and voting intentions through greater processing fluency and message relevance, whereas under distant-image conditions, voters engage in higher-level construal and more analytical evaluations; and (4) the degree of action depiction constitutes a critical boundary condition, whereby beautified self-images remain persuasive under low-action conditions, but under high-action conditions, heightened arousal attenuates the mediating role of construal level and processing fluency.
　　Overall, this research demonstrates that the persuasive impact of generative AI visuals in campaign advertising is contingent on voters’ psychological distance, construal level formation, and situational cues. By integrating generative AI imagery into a construal level framework, this study advances empirical understanding of generative AI in political communication and offers practical implications for designing AI-based campaign visuals.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 vi
圖次 ix
表次 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 6
第四節 研究目的 7
第二章 文獻探討 8
第一節 生成式AI 8
第二節 角色形象 10
第三節 攝影鏡位 12
第四節 動作描繪程度 14
第五節 解釋水平理論 18
第三章 研究架構與假說推論 23
第一節 實驗一生成式AI產出風格影響選民廣告態度、候選人態度、投票意願之研究 23
第二節 實驗二：生成式AI產出風格與人像距離對廣告態度、候選人態度與投票意願影響研究 25
第三節 實驗三：生成式AI產出風格與動作描繪對廣告態度、候選人態度與投票意願影響之研究 28
第四章 研究概述 31
第一節 樣本與實驗設計 31
第二節 實驗情境、刺激與前測 32
第五章 實驗一 45
第一節 樣本與實驗設計 45
第二節 實驗刺激與程序 45
第三節 變數衡量 47
第四節 分析結果 50
第五節 討論 62
第六章 實驗二 66
第一節 樣本與實驗設計 66
第二節 實驗刺激與程序 66
第三節 變數衡量 68
第四節 分析結果 69
第五節 討論 93
第七章 實驗三 98
第一節 樣本與實驗設計 98
第二節 實驗刺激與程序 98
第三節 變數衡量 100
第四節 分析結果 101
第五節 討論 119
第八章 結論與建議 124
第一節 研究發現 124
第二節 研究意涵 128
第三節 研究限制與未來研究方向 134
參考文獻 139
附錄一 前測問卷 150
附錄二 正式實驗問卷 160

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