近年來，人工智慧 (Artificial Intelligence, AI) 發展迅速，使其能以低成本、高效率的模式大量生成內容，並廣泛應用於社群媒體場域，在此趨勢下，社群平台上AI生成貼文的數量日益增加，又因現有文獻多聚焦於AI生成廣告、AI生成內容與真人內容創作之比較等，較少探討網紅運用人工智慧生成的知識型貼文對社群媒體使用者之影響。因此，本研究試以S-O-R模型探討使用者受到AI生成知識型貼文之外部特徵刺激時，其引發之內在感知狀態與後續行為反應，且為進一步釐清使用者對AI技術的懷疑是否會調節外部刺激與內在感知狀態間之各路徑關係，進而影響行為反應，則本研究將「AI懷疑」納入研究架構中作為調節變數。本研究採用網路問卷調查法，以Instagram使用者為對象，有效樣本共334份，並使用結構方程模型 (PLS-SEM) 進行假設檢定與統計分析。研究結果表示：主要效果方面：「網紅專業度」、「資訊品質」與「視覺吸引力」對「情感評價」與「感知資訊有用性」均具有顯著正向影響；「情感評價」、「感知資訊有用性」皆與「內容分享行為」具有顯著正向影響；而「擬真性」與「新奇性」對「情感評價」無顯著影響；「擬真性」與「感知資訊有用性」之間亦無顯著影響。調節效果方面：「AI懷疑」在外部刺激與內在感知狀態路徑之間無顯著的負向調節作用。本研究於理論貢獻部分，補足了AI應用於知識型內容創作對使用者影響之研究缺口，並檢驗S-O-R模型在該情境下的適配性。在實務方面，研究發現使用者對AI的懷疑態度並未顯著干擾S-O路徑，顯示企業可積極運用AI技術進行產品或服務之行銷，此外，亦建議當企業擬以人工智慧生成內容來詮釋或推廣具一定知識門檻的產品內容時，應優先確保資訊來源的專業度、資訊的品質與視覺之美感，以有效提升策略成效及受眾之分享意願。

Artificial Intelligence has rapidly grown in popularity due to its low cost, efficiency, and ability to produce. Consequently, AI-generated social media posts have surged. However, most research has focused on AI-generated ads or comparisons to human content, with limited attention to how influencers using AI for knowledge-based posts affect social media users. This study applies the S-O-R model to explore how characteristics of AI-generated knowledge-based posts influence internal perceptions and sharing behaviors. It also examines whether users’ skepticism toward AI moderates the S-O pathway by incorporating "AI skepticism" as a moderating variable.
Analyzing 334 valid survey responses from Instagram users via PLS-SEM, results show influencer expertise, information quality, and visual attractiveness positively affect affective appraisals and perceived information usefulness, which, in turn, enhance content sharing behavior. However, verisimilitude and novelty do not significantly affect affective appraisals, and verisimilitude fails to impact perceived information usefulness. Additionally, AI skepticism does not significantly moderate the S-O pathway.
This study addresses a research gap by exploring the impact of AI on knowledge-based content creation. It validates the S-O-R model's applicability and suggests that companies adopt AI for marketing. Additionally, companies using AIGC to promote complex or specialized products should prioritize source expertise, information quality, and visual attractiveness to enhance strategic effectiveness and drive user sharing behavior.

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