Artificial Intelligence Creative Driven Consumer Purchase Intention Scale

With the innovative advancement of artificial intelligence (AI) technology, AI-generated content (AIGC) has increasingly permeated various industries, significantly transforming the design sector. This research examines factors influencing consumers' willingness to purchase AI-generated cultural and creative products. The study develops a comprehensive model based on the Stimulus-Organism-Response (SOR) theory, incorporating elements from multiple theoretical frameworks including TAM, TPB, VAM, IDT, and UTAUT2.The model integrates external variables such as perceived value, perceived price, social influence, hedonic motivation, and cultural experience, with self-innovation serving as a moderating variable between perceived value, price, and users' perceived behavioral control. Using data from 526 respondents and employing Structural Equation Modeling (SEM), the study conducted both exploratory and confirmatory factor analyses. Results reveal that behavioral attitudes, hedonic motivation, perceived value, perceived price, and product quality are the most significant factors affecting purchase intentions for AI-generated cultural and creative products. This indicates that users consider both fundamental aspects (price and quality) and experiential factors when making purchase decisions.These findings provide valuable insights for developing effective design strategies and help companies better understand user behavior in the context of AI-generated products, ultimately contributing to enhanced user experience.