使用SOR模型了解使用genAI支持的博物馆文化和创意产品的购买意向
Mingxi Shi1, Qihan Guo2, He Li3
1School of the Arts, Kyungpook National University, Daegu, 37224, Republic of Korea.
Scientific reports
|January 20, 2026
概括
生成型人工智能 (GenAI) 通过新性,独创性和文化一致性来增强博物馆产品,积极影响消费者的价值,情绪和购买意图. 这些因素共同决定了消费者对 GenAI 支持的文化设计的反应.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 人工智能的人工智能
- 消费者行为 消费者行为
背景情况:
- 生成型人工智能 (GenAI) 正在改变文化和创意产业,需要了解消费者对博物馆文化和创意产品 (MCCPs) 的评价.
- 刺激-有机体-反应 (SOR) 框架为分析消费者对 GenAI 支持设计的反应提供了一个镜头.
研究的目的:
- 概念化和建模 GenAI 支持的设计刺激 (新性,原创性,文化一致性) 对消费者感知价值和情感共的影响.
- 调查感知价值和情感共对MCCP购买意向的调解作用.
- 在中国消费者背景下,研究这些刺激对购买意向的直接影响.
主要方法:
- 在中国消费者 (N=312) 中进行了一项调查,他们拥有基本的GenAI识字能力.
- 部分最小平方结构方程建模 (PLS-SEM) 用于分析数据并测试拟议的结构模型.
主要成果:
- 新性,独创性和文化一致性积极影响感知价值,情感共和购买意图.
- 感知价值和情感共部分介绍了设计刺激和购买意图之间的关系.
- 新性与购买意图有着最强的直接关联,而文化一致性对感知价值的影响最大,独创性对情感共的影响最大.
结论:
- 消费者对启用GenAI的MCCP的反应是多个设计特征,价值判断和情感体验的复杂相互作用.
- 该SOR框架适用于文化技术混合环境,以了解GenAI对MCCP的影响.
- 博物馆和文化从业者可以战略性地使用GenAI来提高产品的吸引力,专注于文化一致性,新性和独创性,以推动消费者接受.
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