The Influence of Voice Anthropomorphism in Generative AI–Based Short Video Content on Purchase Intention
Abstract
The rapid advancement of generative artificial intelligence has transformed digital marketing through AI-generated voice-overs in short-form video content. However, empirical understanding of how voice anthropomorphism influences consumer behavior remains limited. This study investigates the impact of short video content characteristics and AI voice anthropomorphism on purchase intention, with cognitive trust as a mediating variable. A quantitative approach was employed, surveying 384 Indonesian social media users exposed to AI-generated voice content. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that content characteristics (usefulness, ease of use, entertainment) and all four anthropomorphism dimensions (appearance, behavioral, cognitive, emotional) significantly and positively influence cognitive trust and purchase intention. Emotional anthropomorphism emerged as the strongest predictor of cognitive trust. Cognitive trust significantly mediates the relationships between independent variables and purchase intention. These findings highlight the critical role of human-like vocal traits and rational trust evaluation in driving consumer purchase decisions, offering actionable insights for optimizing AI-driven marketing strategies in short-video ecosystems.
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