目的 探究消费者对人工智能（AI）生成旅游文创产品的购买意愿影响机制,明确产品特征、消费者感知与购买意愿间的作用路径,为AI文创产品设计提供理论支撑与实践指引。方法 基于SOR理论构建“产品特征-消费者感知-购买意愿”理论模型,并以山海关景区为案例,通过Midjourney与ChatGPT-4o生成文创设计样本。采用李克特5级量表设计问卷,经预调研优化后收集298份数据,运用结构方程模型（SEM）实证分析方法检验美观性、创新性等8个变量的关系及消费者创新性的调节效应。结果 首先,产品美观性、文化性与功能性对感知新奇均有显著的正向影响;其次,产品美观性、创新性、文化性与功能性对感知价值具有显著的正向作用;再次,感知新奇和感知价值均显著提升了消费者的购买意愿;最后,产品创新性、文化性与功能性对购买意愿也存在显著的正向影响。此外,消费者创新性增强了产品美观性对感知新奇的积极影响,同时也提升了产品文化性与功能性对感知新奇和购买意愿的正向影响作用。结论 验证了产品特征通过双元感知影响购买意愿的核心逻辑,明确功能性与美观性为关键驱动因素,消费者创新性的调节作用显著。达成揭示购买意愿影响机制的目标,为AI生成式文创产品设计提供了精准依据。
Abstract
The work aims to investigate the underlying mechanism affecting consumers’ willingness to purchase AI-generated tourism cultural and creative products, and elucidate the relational pathways among product attributes, consumer perceptions, and purchase intention, thereby offering both theoretical insight and practical implications for the development of AI-powered cultural and creative product design. Based on the SOR theory, a theoretical model of "product characteristics-consumer perception-purchase intention" was constructed, and cultural and creative design samples were generated by Midjourney and ChatGPT-4o with Shanhaiguan Scenic Area as an example. A questionnaire was designed on a five-level Likert scale, and 298 pieces of data were collected after pre-investigation and optimization, and the relationship between eight variables such as aesthetics and novelty and the moderating effect of consumer innovation were tested by using the structural equation model (SEM) empirical analysis method. Firstly, product aesthetics, culture and functionality had significant positive effects on the perception of novelty. Secondly, product aesthetics, innovation, culture and functionality had a significant positive effect on perceived value. Thirdly, both perceived novelty and perceived value significantly increased consumers' willingness to buy. Finally, product innovation, culture and functionality also had a significant positive impact on purchase intention. In addition, consumer innovation enhanced the positive impact of product aesthetics on the perception of novelty, and also enhanced the positive impact of product culture and functionality on the perception of novelty and purchase intention. This paper verifies the core logic of product features affecting purchase intention through binary perception, and clarifies that functionality and aesthetics are the key driving factors, and the moderating effect of consumer innovation is significant. The goal of revealing the influence mechanism of purchase intention has been achieved, providing an accurate basis for the design of AI generative cultural and creative products.
关键词
AI生成 /
旅游文创产品设计 /
购买意愿 /
刺激-机体-反应（SOR）
Key words
AI generation /
tourism cultural and creative product design /
purchase intention /
stimulus-organism-response (SOR)
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] 王雯艳, 刘丹. 文创品牌体验设计对消费者购买意愿的影响: 基于KANO模型[J]. 商业经济研究, 2024(24): 63-66.
WANG W Y, LIU D.Influence of Wenchuang Brand Experience Design on Consumers' Purchase Intention: Based on KANO Model[J]. Journal of Commercial Economics, 2024(24): 63-66.
[2] 周爱民, 齐璐莎, 张书涛, 等. 基于CVPA理论的文创产品审美反应与购买意愿研究[J]. 包装工程, 2021, 42(6): 171-177.
ZHOU A M, QI L S, ZHANG S T, et al.Research on Aesthetic Response and Purchase Intention of Cultural and Creative Products Based on CVPA Theory[J]. Packaging Engineering, 2021, 42(6): 171-177.
[3] MEHRABIAN A, RUSSELL J A.The Basic Emotional Impact of Environments[J]. Perceptual and Motor Skills, 1974, 38(1): 283-301.
[4] 高涛, 陶飞宇, 刘思源. 顾客满意度视角下南京牛首山非遗文创产品设计研究[J]. 包装工程, 2024, 45(22): 211-221.
GAO T, TAO F Y, LIU S Y.Design of Cultural and Creative Products Derived from Intangible Cultural Heritage in the Niushou Mountain of Nanjing from the Perspective of Tourist Satisfaction[J]. Packaging Engineering, 2024, 45(22): 211-221.
[5] 田甜. 基于S-O-R模型的非遗文创产品消费者购买意愿研究[J]. 统计与信息论坛, 2021, 36(12): 116-124.
TIAN T.Research on Customers' Purchase Intention of Intangible Cultural Heritage Products Based on S-O-R Model[J]. Journal of Statistics and Information, 2021, 36(12): 116-124.
[6] 李芳轩, 彭程. 社会临场感影响数字文旅产品的溢价支付意愿的机制研究: 基于SOR理论[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 401-412.
LI F X, PENG C.How Social Presence Affects Willingness to Pay a Premium for Digital Cultural Tourism Products: A Study Based on SOR Theory[J]. Journal of Central China Normal University (Natural Sciences), 2025, 59(3): 401-412.
[7] TORABIAN P, ARAI S M.Tourist Perceptions of Souvenir Authenticity: An Exploration of Selective Tourist Blogs[J]. Current Issues in Tourism, 2016, 19(7): 697-712.
[8] 唐靖雯, 王锋, 钟劲松, 等. 基于游客感知价值理论的博物馆文创产品设计与应用研究[J]. 包装工程, 2024, 45(24): 163-171.
TANG J W, WANG F, ZHONG J S, et al.Museum Cultural and Creative Product Design Based on Tourist Perceived Value Theory[J]. Packaging Engineering, 2024, 45(24): 163-171.
[9] WELLS J D, VALACICH J S, HESS T J.What Signal Are You Sending? how Website Quality Influences Perceptions of Product Quality and Purchase Intentions1[J]. MIS Quarterly, 2011, 35(2): 373-A18.
[10] SWEENEY J C, SOUTAR G N.Consumer Perceived Value: The Development of a Multiple Item Scale[J]. Journal of Retailing, 2001, 77(2): 203-220.
[11] FU Y, LIU X M, WANG Y Q, et al.How Experiential Consumption Moderates the Effects of Souvenir Authenticity on Behavioral Intention through Perceived Value[J]. Tourism Management, 2018, 69: 356-367.
[12] LI H, ZHU Y, GUO Q H, et al.Unveiling Consumer Satisfaction with AI-Generated Museum Cultural and Creative Products Design: Using Importance-Performance Analysis[J]. Sustainability, 2024, 16(18): 8203.
[13] 王棋壹, 雷青, 康祖怡. 基于“故宫文创”的产品价值感知与消费需求影响研究[J]. 包装工程, 2023, 44(14): 224-234.
WANG Q Y, LEI Q, KANG Z Y.Product Value Perception and Consumption Demand Influence Based on the "Cultural and Creative Products of the Palace Museum"[J]. Packaging Engineering, 2023, 44(14): 224-234.
[14] ZEITHAML V A, BERRY L L, PARASURAMAN A.The Behavioral Consequences of Service Quality[J]. Journal of Marketing, 1996, 60(2): 31-46.
[15] HARRIS M, RAVIV A.The Theory of Capital Structure[J]. The Journal of Finance, 1991, 46(1): 297-355.
[16] ROEHRICH G.Consumer Innovativeness Concepts and Measurements[J]. Journal of Business Research, 2004, 57(6): 671-677.
[17] 唐雪梅. 消费者创新性的研究回顾与展望[J]. 华东经济管理, 2014, 28(3): 159-163.
TANG X M.A Literature Review and Prospect on Consumers'Innovation[J]. East China Economic Management, 2014, 28(3): 159-163.
[18] 李茸, 马宝龙, 张鹏, 等. 电商AI主播特征影响消费者购买意愿的机制——基于技术感知与社会互动双重视角[J]. 北京理工大学学报(社会科学版), 2025, 27(1): 127-144.
LI R, MA B L, ZHANG P, et al.Influence of AI Streamer Characteristics on Consumers’Purchase Intention in Livestream Commerce-from the Dual Perspectives of Technology and Society[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2025, 27(1): 127-144.
[19] LI Y, LI J.The Influence of Design Aesthetics on Consumers' Purchase Intention Toward Cultural and Creative Products: Evidence from the Palace Museum in China[J]. Frontiers in Psychology, 2022, 13: 939403.
[20] ANDERSON J C, GERBING D W.Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach[J]. Psychological Bulletin, 1988, 103(3): 411-423.
[21] MOSLEHPOUR M, CHAU K Y, DU L, et al.Predictors of Green Purchase Intention toward Eco-Innovation and Green Products: Evidence from Taiwan[J]. Economic Research-Ekonomska Istraživanja, 2023, 36(2): 2121934.
[22] JIANG H, MESSINGER P R, LIU Y, et al.Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products[J]. Journal of Marketing Research, 2024, 61(2): 271-289.
[23] 王赛兰. 文化认同或设计认同: 旅游文创产品的消费意愿研究[J]. 西南民族大学学报(人文社会科学版), 2023, 44(1): 46-54.
WANG S L.Cultural Identity or Design Identity: Research on the Consumption Willing of Tourism Cultural and Creative Products[J]. Journal of Southwest Minzu University (Humanities and Social Sciences Edition), 2023, 44(1): 46-54.
[24] SREEN N, PURBEY S, SADARANGANI P.Impact of Culture, Behavior and Gender on Green Purchase Intention[J]. Journal of Retailing and Consumer Services, 2018, 41: 177-189.
[25] CHI T, KILDUFF P P D. Understanding Consumer Perceived Value of Casual Sportswear: An Empirical Study[J]. Journal of Retailing and Consumer Services, 2011, 18(5): 422-429.
[26] GAO J, ZHAO X, ZHAI M, et al.AI or Human? The Effect of Streamer Types on Consumer Purchase Intention in Live Streaming[J]. International Journal of Human-Computer Interaction, 2025, 41(1): 305-317.
[27] 陈静. 电子商务背景下增强现实技术设计特性对消费者网络购买意向影响研究[D]. 沈阳: 东北大学, 2017.
CHEN J.Research on the Influence of Augmented Reality Technology Design Characteristics on Consumers' Online Purchase Intention in the Context of E-Commerce[D]. Shenyang: Northeastern University, 2017.
[28] GALLARZA M G,GIL SAURA I. Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students' Travel Behaviour[J]. Tourism Management,2006, 27(3): 437-452.
[29] ZEITHAML V A.Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[J]. Journal of Marketing, 1988, 52(3): 2-22.
[30] SOHN K, KWON O.Technology Acceptance Theories and Factors Influencing Artificial Intelligence-Based Intelligent Products[J]. Telematics and Informatics, 2020, 47: 101324.
[31] 肖开红, 任梦洁, 雷兵, 等. 直播间新锐品牌消费者认同形成机制研究[J]. 管理学刊, 2023, 36(2): 131-148.
XIAO K H, REN M J, LEI B, et al.Research on the Formation Mechanism of Consumer Identification with Emerging Brands in Live-Streaming Rooms[J]. Journal of Management, 2023, 36(2): 131-148.
[32] 郑春晖, 张佳, 朱佳乐. 穿越时空的“对话”——文化遗产数字化展示中的想象激发与实地旅游意愿[J]. 旅游学刊, 2024, 39(10): 127-140.
ZHENG C H, ZHANG J, ZHU J L."Dialogue" through Time and Space: Imagination Stimulation and On-Site Travel Intention in Digital Display of Cultural Heritage[J]. Tourism Tribune, 2024, 39(10): 127-140.
[33] LOWE B, ALPERT F.Forecasting Consumer Perception of Innovativeness[J]. Technovation, 2015: 1-14.
[34] BAUDIER P, AMMI C, DEBOEUF-ROUCHON M.Smart Home: Highly-Educated Students' Acceptance[J]. Technological Forecasting and Social Change, 2020, 153: 119355.
[35] 高键, 盛光华. 消费者趋近动机对绿色产品购买意向的影响机制——基于PLS-SEM模型的研究[J]. 统计与信息论坛, 2017, 32(2): 109-116.
GAO J, SHENG G H.The Influence Mechanism of Consumer Approach Motivation on Green Product Purchase Intention: A Study Based on the PLS-SEM Model[J]. Journal of Statistics and Information, 2017, 32(2): 109-116.
基金
2025 河北省社会科学基金重点项目：河北省推进乡村全面振兴研究（HB25YS001）；2025 年省级在读研究生创新能力培养资助项目（CXZZSS2025040）；国家留学基金资助（202406950154）
PDF(2256 KB)
渝公网安备 50010702501717号