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.

随着人工智能（AI）技术的革新进步，人工智能生成内容（AIGC）日益渗透至各行业之中，为设计领域带来了深刻变革。本研究聚焦于影响消费者购买人工智能生成文化创意产品意愿的相关因素。
本研究基于刺激-机体-反应（SOR）理论构建综合研究模型，同时整合了技术接受模型（Technology Acceptance Model，TAM）、计划行为理论（Theory of Planned Behavior，TPB）、价值达成模型（Value-Attainment Model，VAM）、创新扩散理论（Innovation Diffusion Theory，IDT）以及统一技术接受与使用理论2（Unified Theory of Acceptance and Use of Technology 2，UTAUT2）等多理论框架的核心要素。
该模型纳入感知价值、感知价格、社会影响、享乐动机与文化体验等外部变量，并将自我创新性设定为感知价值、感知价格与用户感知行为控制之间的调节变量。
本研究共收集了526名受访者的调研数据，并采用结构方程模型（Structural Equation Modeling，SEM）开展探索性因子分析与验证性因子分析。
研究结果显示，行为态度、享乐动机、感知价值、感知价格与产品质量是影响人工智能生成文化创意产品购买意愿的核心显著因素。这表明用户在进行购买决策时，会同时考量基础层面的价格与质量要素，以及体验层面的相关因素。
上述研究结论可为制定高效设计策略提供宝贵参考，助力企业更好地理解人工智能生成产品场景下的用户行为，最终助力优化用户体验。

搜集汇总

背景与挑战

背景概述

该数据集基于SOR理论，整合多个理论框架，研究影响消费者购买AI生成文化创意产品意愿的因素，包括感知价值、价格、社会影响等变量，并基于526名受访者的SEM分析发现行为态度、享乐动机、感知价值、价格和产品质量是关键影响因素。数据集属于心理学领域，数据量较小且访问受限。