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AI 主播vs真人主播： 一项基于受众感知的实验研究

AI Anchor vs Real Anchor: An Experimental Study based on Audience Perception

中国新闻评论 / 2024,5(3)：16-25 / 2024-08-22 67 45

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• 作者： 冯子萱      舒永芳     
• 单位：

  中南财经政法大学，武汉

• 关键词： AI虚拟主播；实验研究；可信度；新闻代入感；喜爱度
• AI virtual anchor; Experimental research; Credibility; News immersion feeling; Likelihood
• 摘要： 随着生成式人工智能的快速发展，AI合成虚拟主播被应用到新闻传播领域。AI主播相较于真人主播有何差异？其是否会影响受众对新闻的认知？基于此问题，本研究开展了一项基于受众感知的2×2实验研究,探究主播类型（AI虚拟主播/真人主播）和新闻类别（财经新闻/民生新闻）对于受众感知（可信度、喜爱度、新闻代入感）的影响。研究发现，主播类型对可信度存在影响，真人主播的可信度高于AI主播；新闻类别对喜爱度和新闻代入感有显著影响，被试对于财经新闻的喜爱度显著高于民生新闻，对于民生新闻的代入感显著高于财经新闻。
• With the widespread popularity of generative artificial intelligence (AIGC), AI virtual anchors have been applied in the fields of news and culture. What are the differences between AI anchors and real anchors? Based on this issue, this study conducted a 2×2 experimental research based on audience perception to explore the impact of anchor types (AI virtual anchors/real anchors) and news program types (financial news/livelihood news) on audience perception (credibility, popularity, news immersion). Research has found that the type of anchor only affects the credibility of the dependent variable, with real anchors having higher credibility than AI anchors, and no significant differences in other aspects. In terms of news program types, news types have a significant impact on liking and news immersion, with no significant difference in credibility: participants have a significantly higher liking for financial news than for livelihood news, but their immersion in livelihood news is significantly higher than for financial news.
• DOI： https://doi.org/10.35534/cnr.0503002
• 引用： 冯子萱，舒永芳．AI主播vs真人主播：一项基于受众感知的实验研究［J］．中国新闻评论，2024，5（3）：16-25.