| Abstract [eng] |
The aim of this master’s thesis is to examine the impact of key message (content) characteristics and behavioural factors on consumers’ attitudes towards newsletter textual content and their purchase intention, comparing content generated by artificial intelligence and content created by humans. The thesis consists of three main parts: a review of scientific literature, research methodology, and analysis of empirical research results. The literature review examines the role of human-created and AI-generated content in marketing communication, the Theory of Planned Behaviour, and the importance of message characteristics in shaping consumers’ attitudes and purchase intentions. The empirical study was conducted using an online survey comprising two questionnaire versions: one featuring human-created newsletter content and the other featuring AI-generated newsletter content. The results of the study indicate that content persuasiveness, relevance, personalisation, and trust in the source have a positive effect on consumers’ attitudes in both content authorship conditions. The findings also show that consumers’ attitudes and subjective norms positively influence purchase intention, while involvement in the product category does not have a significant moderating effect. Additional analysis revealed that consumers’ attitudes and purchase intention are statistically significantly higher in the case of human-created content. Mediation analysis demonstrated that attitude plays a different mediating role depending on content authorship. Overall, the results suggest that consumers’ purchase decisions are primarily driven by perceived content value and overall attitude, while content authorship influences the underlying evaluation mechanisms. |
